The new "Hard Alternatives" category, which includes hard seltzers, kombuchas, lemonades and teas, was the fastest growing alcoholic beverage category in the last year according to BevAlc Insights. With an increasing number of these other "Hard Alternative" products entering the market, hard seltzer is no longer the only option for consumers seeking single-serve, lower-ABV beverages. Sales have soared already! For the 52-week period ending in December 2020, Nielsen data shows that off-premise hard kombucha dollar sales surged more than 128 percent, while hard tea increased 34 percent and hard lemonade grew nearly 15 percent. The hard tea category outpaced other hard alternatives in total off-premise dollar sales, tallying more than $582 million in 2020. To learn more, check out the full article here.
We cannot wait to see how this category will continue to grow throughout 2021. To find out about the Hard Alternative products we have available, check out our portfolio. New products come out regularly, ask your sales rep for more details.