Similarly to beer, fermentation is needed to make these drinks alcoholic. In February 2020, White Claw launched in Canada and subsequently Australia and the UK. On the back of this popularity, hard seltzer brands have launched in numerous countries outside of the U.S., including in Canada, Australia, Finland and the UK. The rise of hard seltzers in the beer category may also be seen as a reflection of the broader surge in popularity of non-alcoholic flavored seltzers evidenced by the sudden and massive popularity of brands like LaCroix and Spindrift. The demographics of Hard Seltzer drinkers are Caucasians who are 21 to 44 years of age. This genderless way of advertising is also accountable for the drinks surge in popularity. However, seltzer companies have made a point to have gender-neutral advertising in order to reach the most amount of people possible. For example, many beer companies advertise their drinks as being ‘manly’. Many critics have pointed out that alcoholic beverage ads are often targeted to certain genders. After this video was released, White Claws were so popular that the surplus of sales lead to a shortage within the company. The aftermath of this video made White Claw (as well as other Hard Seltzer brands) sales skyrocket. This video went viral and was watched over 6 million times. In 2019, YouTuber Trevor Wallace posted a video title “Summer of White Claw”. In addition to advertising Hard Seltzers as the 'healthy alternative', the marketing of Hard seltzers have often relied on their trendiness. Many hard seltzers have added flavoring and are mixed with sugary soda waters to add sweetness. However, although it may be ‘healthier’ in many ways, nutritionists have warned that this is not a healthy beverage. The social media presence of Hard Seltzer companies is massive and often depict healthy people drinking and having fun, further perpetuating the notion that Hard Seltzers are a healthy alcoholic alternative. Companies use these facts to their advantage often stating the nutrition facts in easy to read and obvious places. Seltzer marketing has claimed that these beverages offer a healthier alternative to drinking more calorically heavy alcoholic beverages. Additionally, most Hard Seltzers are gluten free. Nutritional information Īcross all hard seltzer brands, there is a medium of 100 calories, 2g of carbs, 0-2g of sugar while still maintaining 5% alcohol. Analysts attribute the success of White Claw and the appeal of hard seltzer in general to increased demand from health-conscious consumers. Sales of the most popular hard seltzer brand, White Claw, grew 85% in just one year making over $4 billion in 2020 alone. The Hard Seltzers that we are familiar with now did not rise to popularity until almost 3 decades later in 2018. The more modern renditions of Hard seltzers started with Nick Shields developing the 'Spiked Seltzer' branding style, in Westport, Connecticut, brewing the first commercial batches in November 2013. These alcoholic alternatives were commonly known as alcopops in the United Kingdom and malternatives in America. Two Dogs paved the way for similar commercial products such as Hooper's Hooch and Mike's Hard Lemonade. The first widely available commercial example of the style was Two Dogs which was brewed in Australia in 1993 and was claimed to be the 'world’s first brewed alcoholic lemonade' (despite the pre-existence of traditional drinks like sima, a fermented Finnish drink). The concept of flavored malt beverages has been popular since the 1990s. The alcohol by volume is around 5% and the calorie-content is relatively low. Hard seltzer products outside of the US have been found to use either neutral spirit, or fermentation of fruit.

In the US the alcohol is usually made by fermenting cane sugar or malted barley.

Hard seltzer, adult seltzer, mature seltzer, spiked seltzer and hard sparkling alcohol water is a type of highball drink containing seltzer (carbonated water), alcohol, and often fruit flavorings. Cans of hard seltzer drinks Japanese Hard Seltzer

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