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America’s Taste for Hard Seltzer Is Suddenly Starting to Wane

  • The fast-growing category is seeing its momentum taper off
  • Boston Beer cites softer sales as competition intensifies
Vizzy and Coors-branded Seltzer

Vizzy and Coors-branded Seltzer

Source: Molson Coors

The once-hot market for hard seltzer is losing its fizz.

It’s an abrupt reversal: The category, with U.S. sales of $4.3 billion, was a hit in recent years as health-conscious consumers sought out lower-calorie options and quarantine doldrums piqued interest in new flavors. Brands like White Claw, made by the Mark Anthony Group, came out of nowhere, and big beer companies like Molson Coors Beverage Co., Constellation Brands Inc. and Anheuser-Busch InBev SA launched their own products.