![]() ![]() Goeler said Bud Light Seltzer is introducing new consumers to the category, as well as taking market share from competitors. "As we sit here in year two, I'm more bullish than ever on the seltzer category and Bud Light's position in it," said Andy Goeler, Bud Light's vice president of marketing. In the last four weeks, Bud Light Seltzer has accounted for a 10th of hard seltzer sales in the U.S. in favor of focusing on Vizzy and Topo Chico Hard Seltzer, which have seen more robust sales growth.įor Bud Light, however, the strategy is working. Molson Coors Beverages has opted to discontinue its Coors Light Hard Seltzer in the U.S. Not all beer brands have been successful with hard seltzer. And we're seeing our retail customers are still trying to support all of them." "Now, there's 220 brands and 1,000 SKUs according to IRI in the category right now," CEO Dave Burwick said on Boston Beer's earnings call. On July 23, Boston Beer's stock lost more than a quarter of its value after the company blamed softer-than-expected demand for Truly for its disappointing earnings and revenue and cut its full-year forecast. Truly's market share has been falling since 2018, when the brand accounted for nearly a third of hard seltzer sales. In 2019, White Claw held 56.5% of the market, but its share shrank to 49.5% the next year. But both brands have seen share declines as new competitors launch. market share for hard seltzer last year, according to Euromonitor International data. Mark Anthony Brands' White Claw and Boston Beer's Truly held nearly three-quarters of the U.S. Hard seltzer drinkers tend to skew younger, overlapping with the same consumers who aren't drinking beer. On the other hand, consumption of hard seltzer surged 130% in 2020, according to IWSR. Brewers have adapted to the shift in consumer preferences by moving into new categories and doubling down on beer segments that are actually seeing growth, like no-alcohol beer. Last year, overall beer volume declined 2.8%, despite total alcohol consumption increasing by its highest rate in nearly two decades, according to industry tracker IWSR. The company's summer variety pack accounted for 3.5% of market share in the category alone, pushing the company to announce Tuesday that it will become a permanent staple.īud Light's and Corona's entry into hard seltzer follows years of declining beer consumption in the U.S. ![]() By splashing their seltzer cans with the familiar Corona and Bud Light names, Constellation and AB InBev are appealing to consumers who have an established relationship - or at least knowledge of - their products, building on years of marketing their beers.īud Light also has been constantly rotating its roster of flavors through seasonal variety packs, introducing more adventurous assortments than just lime, grapefruit and cherry. Personal Loans for 670 Credit Score or Lowerīoth brewers launched hard seltzers in early 2020, just in time for the at-home drinking boom caused by the pandemic. ![]() Personal Loans for 580 Credit Score or Lower Best Debt Consolidation Loans for Bad Credit
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