Video: The Phenomenal Rise of Hard Seltzers

The meteoric rise of the hard seltzer category has been nothing short of a phenomenon across the US beverage alcohol industry. Within six years, hard sparkling waters, also known as hard seltzers, have grown to account for nearly half (43%) of all US mixed drinks (defined as all ready-to-drink beverages, including FABs and FMBs).

Led by the brand White Claw, hard seltzers have spawned massive innovation within the flavoured malt beverage category and has created category-adjacent opportunities for wine and spirit-based ready-to-drink sparkling beverages. Brand producers globally should be keeping a watchful eye on this rising category.

Watch our video to learn:

  • How hard seltzers are impacting the US and global drinks markets
  • What the future holds for the market
  • How to successfully play in the booming category.

Fill in the form below to access the video:

About the speaker: Brandy Rand

Brandy Rand headshot

Brandy Rand is the Chief Operating Officer, Americas for the IWSR Drinks Market Analysis, the leading source of global beverage alcohol data and trends from across 157 countries, including market forecasts. As COO, Brandy oversees demand generation and strategy for North America, Canada and the Caribbean region.

Brandy joined the IWSR after 18 years of management experience in the beverage alcohol industry, with previous positions at Allied Domecq Spirits & Wines, William Grant & Sons, and Bacardi Limited. In these roles, she worked across multiple markets, covering brand commercial strategy, trade marketing, consumer engagement and product innovation. Brandy also ran her own consulting practice for many years, specializing in brand-building for media and consumer packaged goods, with clients such as Anheuser-Busch, Ritz Carlton, Beam Suntory and Bowers & Wilkins.

Brandy writes extensively about beverage alcohol in both national and trade publications. She sits on the advisory board of Vinexpo New York and is a frequent speaker at industry conferences, including National Beverage Alcohol Control Association, Wine and Spirits/Beer Business Summit, Bar Convent, Brewer’s Association and BevNet. She holds a B.A. in anthropology from Tufts University and has done graduate studies in literature at Harvard University.


Learn more about the Hard Seltzers Phenomenon:

The IWSR Hard Seltzer Report covers the rise, future forecast & market impact of the hard seltzer category 


You may also be interested in reading:

Changing millennial preferences drive packaging innovation and on-site experiences at US wineries

Hard Seltzers: The dramatic rise and global opportunity of hard sparkling water

Carbonated cocktails drive innovation in classic mixed drinks and RTD's

To stay ahead of market trends and analysis, subscribe to receive our Industry Insights directly to your inbox.