As hard seltzers continue to grow, the US is particularly seeing an increase with no stopping for the future. “It’s not just the current size of the category, which is attention grabbing enough, but the fact that it can sustain significant growth for many years to come,” said Rabobank.

A young category of the industry, at only five years-old researchers are seeing 10 percent of the total beer market in the US belonging to hard seltzers. According to the latest figures from Rabobank, the category already accounts for $4bn in sales, with a projected 50 percent growth for next year.

The reason for its success story plays off a number of factors including being a highly approachable, entry-level alcohol drink. The high flavour profile is a big draw as well as offering a new drink for the younger generation, who makes up a majority of the percentage.

“We expect significant sales growth in the hard seltzer market, and could see the hard seltzer category reaching 20% of total beer over the next five years. This would still be far less than the peak of the macro-light lager share, decades back (the market is far more fragmented now) but easy-drinking, very accessible products will always naturally have a large place in the industry​.”

“Predictions from the industry are equally bullish, and the industry (both leaders and challenges) is putting its money where its mouth is, investing not just in marketing, but putting large cap-ex into production capabilities to keep up with surging demand​,” said Rabobank.

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