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The once popular hard seltzer water market is losing its hustle and bustle.
It’s a brutal reversal: The category, with US sales of $ 4.3 billion, has been a hit in recent years, with health-conscious consumers looking for lower-calorie options and the quarantine doldrums arousing interest in new flavors. Brands like White Claw, made by the Mark Anthony Group, out of nowhere, and big beer companies like Molson Coors Beverages Co., Constellation Brands Inc. and Anheuser-Busch InBev SA has launched its own products.
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