Cocktail Queries: What IS hard seltzer, really, and how did it become so popular? hardseltzer whiteclaw
Truly defining hard seltzer is harder than it initially sounds, because hard seltzers probably aren’t quite what you assume them to be. Especially given that hard seltzers such as White Claw are so often compared to mixed drinks like a vodka soda, the most natural assumption for the consumer would probably be that hard seltzers are simply sparkling water, mixed with a bit of high-proof neutral spirit and fruit flavoring. That would essentially make them canned mixed drinks.
This really was a revelation, and one that the earliest hard seltzer makers deserve considerable credit for capitalizing on, because it runs so very against the prevailing alcohol industry norm of preying on the audience’s craving for sugar.
In terms of novelty/accessibility, White Claw and its ilk simply represented something that felt new and fresh to the consumer when it arrived, while also being familiar enough that people weren’t afraid to try them. They were freely available and had the backing of national distribution from major companies. Hard seltzers showed up, very quickly, with easily understood fruit flavor combinations that evoked consumer memories of popular, accessible mixed drinks.
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