‘Claw is the law’

“If you think about it, LaCroix is just a virgin White Claw”

For years we’ve contemplated craft beer’s impact on big beer – and thought long and hard about Aeperol Spritzs and Natural wine, but this summer, a new trend has made itself (very well known) – Hard seltzer.  (Forbes, Esquire, Business Insider, Bloomberg, Yahoo Finance)

“The category, currently worth $550 million, could grow to reach $2.5 billion by 2021, said Sean King, an analyst at UBS. That implies an annual growth rate of 66% and a jump in consumption from 14 million cases in 2018 to 72 million cases in 2021.” (BI)

“Hard seltzers will continue to take share from: 1) wine & spirits (especially vodka/soda, as hard seltzer in cans is more convenient), 2) non-beer drinkers who don’t like the taste/calories in beer, and 3) domestic light beers, plus Corona Premier/Michelob Ultra drinkers,” (Yahoo)

Why it’s hot:
It’s hot because it’s a pretty monumental trend in the beverage world

To me, this is one of those ‘it was all so obvious’ sort of things, where key players noticed the continually growing health and wellness mentality colliding with peoples love of drinking.
+ It feels reminiscent/parallel/likely related to the success of La Croix and development of ‘Bubly’ by Pepsico.