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White Claw's spiked sparkling waters
Not Your Father’s Root Beer
QC Malt, Quaker City Mercantile
White Claw's spiked sparkling waters
Preview: Hard Pop
US – Alcoholic soda drinks and seltzers (fizzy water) are on the rise.
- Alcoholic soda drink sales reached £95.3m ($116m, €106.2m) in the US in 2015, according to market research firm IRI
- Alcoholic seltzers with a lower sugar level and all-natural ingredients offer an alternative carbonated option
It began with Not Your Father’s Root Beer, an alcoholic root beer made by Small Town Brewery and distributed by Pabst Brewing Co. In 2015, it became the third best-selling craft beer in the US, despite the fact that it is not really a beer.
Now there is a battle brewing in the alcoholic carbonated drinks category between nostalgic sweet flavours such as ginger ale and root beer, and alcoholic fizzy water produced by brands such as White Claw and NautiSeltzer.
Spiked seltzers appeal to health-conscious consumers who are mindful of their sugar intake but seeking a sweet taste profile that is lacking in the craft beer market, which is increasingly focusing on bitter.
The Big Picture
For more on the rise of alcoholic fizzy drinks and waters, read our latest microtrend Hard Pop.
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