How did hard seltzer become an overnight sensation in the beverage industry?
In short: Hard seltzer emerged as a unique alternative to beer and spirits, quickly capturing the public imagination. This video explores the rapid rise of brands like White Claw and the industry shift that occurred just as a global pandemic began to reshape consumer habits.
For years, the beverage market saw various attempts to bridge the gap between traditional beer and straight hard alcohol. This search for a middle ground eventually birthed the hard seltzer category, which moved beyond established giants like Budweiser and Coors to include dedicated newcomers.
White Claw and similar brands rocketed into the public consciousness during a period of significant cultural change. The video traces how this specific product category gained momentum and achieved widespread ubiquity, ultimately becoming a defining drink of the recent past.
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Sources
- Summary by Intellect · source: Why Did We All Start Drinking White Claw?
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