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Seltzer Sizzles At Retail, With White Claw Leading The Pack

August 26, 2020

In the midst of its peak selling season, hard seltzer has maintained its torrid pace, far outperforming not just hard cider and other flavored malt beverages, but also the beer industry in general, as well as both the spirits and wine markets. Seltzers surged 235% to 76.4 million cases in the 30 weeks ending August 8 in Nielsen channels, with sales up 220% to $2.37 billion year-to-date. By comparison, malt-based seltzer sales amounted to just $1.55 billion from volumes of 47.6 million cases for all of 2019, according to Nielsen. In addition, spirits-based seltzer brands, such as High Noon Sun Sips, and wine-based labels, such as Barefoot Hard Seltzer, are also heating up in retail channels.

Mark Anthony’s White Claw leads all seltzer brands by a wide margin, as it registered dollar sales of $1.2 billion (+213%) from volumes of 34.3 million cases (+204%) in IRI channels for the year-to-date ending August 9, more than doubling second-ranked Truly, from Boston Beer. Mark Anthony is already the 4th-largest malt beverage company in retail channels, according to IRI, behind only Anheuser-Busch, Molson Coors, and Constellation Brands. White Claw quadrupled its category-leading volume to a total of 47.7 million cases overall in 2019, according to Impact Databank, and is projected to outsell all but the seven largest-selling beer brands in the U.S. by the end of this year.—Natalia Razzo

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