Hard seltzer, adult seltzer, mature seltzer, spiked seltzer and hard sparkling alcohol water is a type of highball drink containing seltzer (carbonated water), alcohol, and often fruit flavorings.
History
The concept of flavored malt beverages has been popular since the 1990s.
The first widely available commercial product was
Two Dogs, which launched in Australia in 1993 and claimed to be the "world's first brewed alcoholic lemonade" (falsely, because of the pre-existence of traditional drinks like sima, a fermented
Finland drink). Two Dogs paved the way for similar products such as Hooper's Hooch and Mike's Hard Lemonade. These alcoholic alternatives were commonly known as
in the United Kingdom and malternatives in America.
The concept of hard seltzers started with Nick Shields developing the 'Spiked Seltzer' branding style, in Westport, Connecticut, brewing the first commercial batches in November 2013.
Other hard seltzers rose to popularity later, in 2018.
Sales of the most popular US hard seltzer brand, White Claw, grew 85% in just one year, with revenues of over $4 billion in 2020 alone.
Analysts attributed the success of White Claw and the appeal of hard seltzer in general to increased demand from health-conscious consumers.
Nutritional information
Across all hard seltzer brands, there is a median of 100 calories, 2g of carbs, 0-2g of sugar while still maintaining 5% alcohol. Additionally, most are gluten free. Manufacturers assert that they are healthier than more calorically heavy alcoholic beverages.
For example, nutrition information is often displayed prominently on packaging. The social media presence of hard seltzer companies is massive and often depict healthy people drinking and having fun, further promoting the message that hard seltzers are a healthy alcoholic alternative.
However, although it may be ‘healthier’ than some other alcoholic drinks, nutritionists have warned that it is not a healthy beverage per se. Many hard seltzers have added flavoring and are mixed with sugary soda waters to add sweetness.
Branding
In addition to advertising hard seltzers as the 'healthy alternative', the marketing of hard seltzers has often relied on their trendiness. In 2019, YouTuber
Trevor Wallace posted a video title “Summer of White Claw”. This video went viral and was watched over six million times. Following the video, sales of White Claw (as well as other hard seltzer brands) rose sharply and White Claw experienced a shortage.
While alcoholic beverage ads are often targeted at one or other gender, seltzer companies have made a point to have gender-neutral advertising in order to reach the most people possible. This has also contributed to the drink's surge in popularity.
The rise of hard seltzers in the beer category may also be seen as a reflection of the broader surge in popularity of non-alcoholic flavored seltzers evidenced by the sudden and massive popularity of brands like LaCroix and Spindrift.
Fermentation process
Similarly to beer,
fermentation is needed to make these drinks alcoholic. However, instead of yeast converting starch to glucose,
the fermentation process of Hard Seltzers consists of directly fermenting a sugar base. This fermentation process yields a discoloration in the product so effective filtration practices of these colors and odors is necessary. A common filtration process consists of a carbon treatment which uses CARBOFIL RW, RHC or CA filter sheets.
This creates a plain alcohol base where flavor can be added afterwards.
Popular brands
+Hard seltzer market shares in the United States |
| White Claw | 50% |
| Truly | 24.9% |
| High Noon | 10.4% |
| Bud Light | 10% |
| Bon & Viv | 1.28 % |
| Other | 15.92% |
See also
