Regardless of onerous seltzer’s quick go to fame, the Super Bowl crowd is sticking to beer.

In a current report launched by data-driven consulting agency Morning Consult, 44 p.c of Super Bowl partygoers mentioned they plan on consuming mild beer, whereas solely 22 p.c will take pleasure in onerous seltzer. Of those that plan to observe the Super Bowl with out attending a celebration, 30 p.c will drink mild beer, and 11 p.c will drink hard seltzer.

Ron Alvarado, co-founder of California onerous seltzer model Ficks Beverage Co., thinks “onerous seltzer is changing into the brand new mild beer,” and explains that “lots of people didn’t just like the style of sunshine beer, however would drink them anyway as a result of they’re decrease in carbs.”

Others insist that this Super Bowl might present a novel alternative for the onerous seltzer class. Beryl Jacobson, co-founder of onerous kombucha and seltzer model Flying Embers, emphasised that with out big events persons are much less probably to purchase generic beer in bulk.

This may very well be what’s led giant firms like Anheuser-Busch to pivot from recreation day beer adverts to commercials for onerous seltzer. This yr, for the primary time in 37 years the brewer is not going to promote its flagship Budweiser, and as an alternative spotlight manufacturers like Bud Light Seltzer and Michelob Ultra Natural Seltzer.

All in all, from 2019 to 2020, onerous seltzer consumption in the US grew 142 percent by volume. The class has developed in the direction of new choices like hard lemonade and tea seltzers, and is consistently assuming new manufacturers. With or with out the Super Bowl, it’s protected to say that watermelon, mango, and black cherry followers abound. Perhaps soccer’s simply not their factor.

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