Trend Watch: Hard Seltzers

The meteoric rise of alcoholic sparkling water (“Hard” or “spiked” seltzer) products was stymied by the arrival of COVID-19 in the U.S. However, the underlying mentions show that it could be primed for a comeback in 2021.

For now, generic Purchase Intent Mentions for hard seltzers are trending basically flat YoY, down -1% in the past month.

That could change very quickly though...

Considering the potential for nationwide reopenings this Spring/Summer and the fact that big brands are doubling down, we wouldn’t be surprised to see this trend at new highs later this year.

We're watching closely to see if this rebounds, alongside other potential "reopening" winners...