Of course, when it comes to seltzers, nothing can be ruled out. Since Truly and White Claw began popularizing the variety a few years ago, seemingly every alcohol marketer is jumping on the trend, and creating seltzers under long-standing brand names, including Bud Light, the top-selling beer in the U.S.
As of April 17, there were a total of 596 seltzer varieties, up from 434 a year earlier, Beer Marketer’s Insights recently reported, citing data from Bump Williams Consulting (the figure refers to SKUs, meaning it includes different flavors, not total brands).
So, who is winning? Beer Business Daily this week reported that Mark Anthony Brands, which owns White Claw and the new Mike’s Hard Lemonade, controlled 43% share of the segment, followed by Boston Beer (Truly) at 25% and Anheuser-Busch at 16% (with its brands including seltzer versions of Bud Light, Michelob Ultra, Natural Light, and the new Travis Scott-backed Cacti.)
Molson Coors is in fourth place at about 6% share, thanks in part to its new Topo Chico seltzer, which is taking off like, well, a rocket.
E.J. Schultz writes for Crain’s sister publication Ad Age.