Craft breweries aren’t just about beer anymore. Hard seltzers and other alternative beverages are making waves, offering refreshing, low-calorie options that appeal to a wide range of drinkers. Let’s explore this fizzy trend and see what’s bubbling up in the world of hard seltzers and alternative beverages.
Origins of Hard Seltzers
Hard seltzers burst onto the scene in the early 2010s, with the launch of brands like White Claw and Truly. These beverages were inspired by the success of flavored sparkling waters, such as LaCroix, and aimed to provide a low-calorie, low-carb alcoholic option for health-conscious consumers. Hard seltzers are made by fermenting sugar, which produces a clear, neutral base that is then flavored with natural fruit essences. The result is a light, bubbly drink with a refreshing taste and an alcohol content typically ranging from 4-6% ABV.
Market Growth
The growth of the hard seltzer market has been nothing short of explosive. According to industry reports, hard seltzer sales in the United States skyrocketed from virtually nothing in 2012 to over $4 billion by 2020. This rapid growth can be attributed to several factors, including the rising demand for healthier alcoholic beverages, the appeal of convenient, portable packaging, and the popularity of low-calorie diets like keto and paleo. The COVID-19 pandemic further accelerated this trend, as consumers sought out new and exciting drink options to enjoy at home.
Craft Seltzers
As the popularity of hard seltzers has grown, many craft breweries have jumped on the bandwagon, creating their own unique versions of this fizzy beverage. Craft seltzers often feature artisanal ingredients, innovative flavors, and a focus on quality and craftsmanship. Here are a few notable examples:
Dogfish Head Brewery: Known for their inventive approach to brewing, Dogfish Head offers a line of craft seltzers called “Canned Cocktails.” These seltzers are made with real fruit juices and exotic botanicals, resulting in flavors like Blueberry Shrub and Strawberry & Honeyberry.
Boulevard Brewing Co.: This Kansas City brewery produces a line of hard seltzers called “Quirk,” which features unique flavor combinations such as Pear Yuzu, Strawberry Lemon Basil, and Blackberry Sage.
Stone Brewing: Stone Brewing’s “Buenavida Hard Seltzer” offers crisp, clean flavors with a focus on natural ingredients. Varieties include Mandarin Orange, Watermelon Lime, and Mango.
Flavors and Innovations
One of the most exciting aspects of the hard seltzer market is the wide range of flavors and innovative twists available. While traditional fruit flavors like lime, black cherry, and mango remain popular, many brands are experimenting with more adventurous combinations and seasonal offerings. Some innovative flavors include:
Spicy and Savory: Brands like Press and Untitled Art are exploring flavors with a kick, such as Spicy Grapefruit and Pineapple JalapeƱo. These options add a new dimension to the typical fruity profile of hard seltzers.
Botanical and Herbal: Hard seltzers with botanical and herbal notes are gaining traction. Flavors like Cucumber Basil, Lavender Lemon, and Hibiscus Mint offer a refreshing twist on the classic seltzer.
Cocktail-Inspired: Some brands are drawing inspiration from classic cocktails, creating hard seltzers that mimic the flavors of drinks like mojitos, margaritas, and mimosas. This trend appeals to consumers looking for a familiar yet lighter alternative to traditional cocktails.
Brewing Techniques
The process of making hard seltzers differs from brewing beer, but it shares some similarities. Here’s a brief overview of how hard seltzers are made:
- Fermentation: The primary ingredient in hard seltzer is a sugar source, typically cane sugar or malted barley. This sugar is dissolved in water and fermented using a clean, neutral yeast strain. The fermentation process converts the sugar into alcohol and carbon dioxide.
- Filtration: After fermentation, the resulting liquid is filtered to remove any residual yeast and impurities, resulting in a clear, neutral base.
- Flavoring: Natural fruit essences, botanical extracts, and other flavorings are added to the base. This step is crucial for creating the distinctive taste of each hard seltzer variety.
- Carbonation: The flavored seltzer is carbonated to achieve the desired level of fizziness. This is typically done by force-carbonating the liquid in a pressurized tank.
- Packaging: Finally, the hard seltzer is packaged in cans or bottles, ready for distribution and consumption.
Consumer Preferences
Several factors contribute to the widespread appeal of hard seltzers:
Health Consciousness: Many consumers are drawn to hard seltzers because they are low in calories, carbs, and sugar compared to traditional beers and cocktails. This makes them an attractive option for those looking to enjoy a drink without derailing their diet or fitness goals.
Convenience: The portability and convenience of canned hard seltzers make them ideal for a variety of occasions, from beach trips to backyard barbecues. Their light, refreshing taste also makes them a popular choice for daytime drinking and social gatherings.
Flavor Variety: The wide range of flavors available allows consumers to experiment and find their favorites. The ever-evolving flavor offerings keep the category exciting and appealing to a broad audience.
Other Alternative Beverages
In addition to hard seltzers, several other alternative beverages are gaining popularity in the craft market:
Kombucha: This fermented tea beverage is known for its probiotic benefits and tangy taste. Hard kombucha, which has a higher alcohol content, is becoming a popular alternative to beer and traditional cocktails. Brands like Boochcraft and JuneShine offer a variety of flavors, combining the health benefits of kombucha with the buzz of alcohol.
Non-Alcoholic Brews: As the sober-curious movement gains momentum, more breweries are producing non-alcoholic beers that deliver the flavor and complexity of traditional brews without the alcohol. Brands like Athletic Brewing Company and BrewDog’s “Nanny State” are leading the charge in this growing market.
Hard Cider: Hard cider, made from fermented apple juice, is another popular alternative to beer. Craft cideries like Angry Orchard and Austin Eastciders offer a range of styles, from dry and tart to sweet and fruity.
Future Trends
The hard seltzer and alternative beverage market shows no signs of slowing down. Here are a few trends to watch in the coming years:
Sustainability: As consumers become more environmentally conscious, there will be a growing emphasis on sustainable practices in the production of hard seltzers and alternative beverages. This could include sourcing local ingredients, reducing waste, and using eco-friendly packaging.
Functional Beverages: The line between alcoholic and functional beverages will continue to blur, with more products offering added health benefits like vitamins, electrolytes, and adaptogens. Hard seltzers infused with CBD, collagen, and other wellness ingredients are likely to gain popularity.
Customization: Personalization will become a key trend, with brands offering customizable options for consumers to create their own unique flavors and blends. This could include mix-and-match packs, flavor drops, and DIY seltzer kits.
Premium Offerings: As the market matures, there will be a rise in premium hard seltzers and alternative beverages. These products will focus on high-quality ingredients, artisanal production methods, and unique flavor profiles, catering to consumers willing to pay a premium for a superior drinking experience.
In conclusion, hard seltzers and alternative beverages are transforming the craft drink landscape, offering refreshing, low-calorie options that appeal to a wide range of consumers. As breweries continue to innovate and experiment, the future of this fizzy trend promises to be full of exciting developments and delicious new flavors. Cheers to the sparkling future of craft drinks!