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Historically speaking, we’re in a slow period of beer sales, as volumes drop through the winter. The decline is steeper for hard seltzer, but that doesn’t mean you should ignore the category—or your entry in it—until next spring.
COVID-19 made for a strange shift in year-to-date seltzer sales numbers, with January-April (historically the months with lowest hard seltzer dollars) tripling or quadrupling figures from 2019. And while discussions in the media have talked about a “decline” in hard seltzer sales, it’s not taking into account a downward, seasonal shift that’s taken place like every other year, or the fact that the dollar figures tallied in 2020 are still about twice as much as the same periods of 2019. Sign up to read more.
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Words by Bryan Roth