Hard seltzers: The latest trend in refreshing alcoholic drinks

Hard seltzers are currently enjoying immense popularity worldwide and have emerged as one of the most promising alcoholic drinks in recent years. They represent the latest trend in drinks, offering refreshing, low-calorie flavors without preservatives or artificial additives. With natural ingredients and a sparkling effervescence, they provide a revitalizing experience for consumers (Cucinare, 2022).

Learn about its main characteristics and flavor innovations in this sector.

Characteristics of hard seltzer drinks

Hard seltzers are lightly flavored alcoholic beverages made with carbonated water. They have a low alcohol content —usually less than 5%— obtained through the natural fermentation of sugars or malt. Known for their refreshing nature, they are easy to consume and offer a pleasing flavor profile (Vega, 2021).

Hard seltzers made their debut in the U.S. market in 2013 and have experienced significant growth since 2016. They witnessed a remarkable surge between 2020 and 2021, now representing a multimillion-dollar industry. This beverage allows consumers to indulge with less guilt due to its low alcohol content. Some notable characteristics (Vega, 2021; The Food Tech, 2021) include:
 
 

• Floral, botanical, or exotic fruit flavor profiles. Crafted with exciting or vibrant notes, such as mango, lemon, coconut, and blueberry, among others.
• Low-calorie concentration, less than 100 calories per can.
• Reduced sugar content, while maintaining their distinctive qualities.
• Provides an authentic and refreshing sensation on the palate (mouthfeel). 
• Free from preservatives or artificial additives.
• Exhibit a transparent to slightly colored appearance, depending on their ingredients.
• Conveniently packaged as ready-to-drink options, allowing for immediate enjoyment anywhere and anytime. They are predominantly available in cans, a growing and popular format.

Major flavor trends and innovations

These drinks encompass a wide range of flavors —including fruity, herbal, tea-infused, and spicy sensations— as well as combinations with diverse ingredients. Trends in hard seltzers are diverse and include various categories such as (Maldonado, 2023; Kerry, 2021; Kerry, 2023):
 
 

• Ashwagandha or winter cherry. A worldwide ingredient a globally recognized ingredient that is gaining popularity due to its mood-enhancing and stress-relieving properties.
• Cupuaçu, a fruit from the cocoa tree family. known for its chocolate flavor with tropical hints of melon and pineapple.
• Mainstream fruit flavor. featuring 10 enduring favorites like mango, orange, red apple, strawberry, pineapple, peach, and red grape, among others.
• Tropical key flavors. Including 15 sensations such as lemon, coconut, tamarind, kiwi, guava, watermelon, and berries, among others.
• Up and coming. Encompassing 20 innovative flavors, such as herbal and aromatic. Profiles include mint, aloe vera, pomegranate, sangria, honey, green apple, coffee, matcha, and black tea.
• Emerging flavors. 20 refreshing and novel notes such as tomato, acai, soursop, pitaya, and lychee, among others.
• Spicy flavors —such as cinnamon and ginger— which provide a unique and distinct taste to the drinks.

Furthermore, hard seltzer flavor innovations explore the art of combining ingredients to create distinctive notes. For instance, these drinks can be crafted with fruit and herbal blends, as well as with fruit and spice undertones. New flavors are emerging with functional characteristics focused on wellness. Some variants are formulated with ingredients intended to improve or alleviate specific conditions, such as stress (Maldonado, 2023).

Future of hard seltzer drinks

Currently, a significant number of companies are investing in this segment, and the rapid expansion of this beverage category is truly remarkable.

In 2018, there were merely 10 brands in the United States. However, by the start of 2019, the number had increased to 26, and today over 65 brands are operating in this market (ANDA, 2021).

However, worldwide there are about 700 brands of hard seltzers on the market. These have generated strong growth in the last year with a 17.7% share of the global alcoholic beverage market (Liquid Business, 2021; Reportlinker, 2023).

Sales have surged from $12.45 billion in 2022 to $14.65 billion as of 2023. Projections indicate that by 2027, the market for these drinks will reach $28.5 billion, exhibiting a compound annual growth rate of 18.1% (Reportlinker, 2023).

Hard seltzers are carbonated alcoholic drinks renowned for their fruity flavor profiles and refreshing sensations. Their popularity stems from their freshness, simplicity, and continuous flavor innovations that keep them on-trend. With their low alcohol content and reduced calorie count, they offer an appealing option for individuals mindful of their well-being. They represent a novel and enticing proposition worth exploring!

References

• ANDA (2021). Hard Seltzer: The alcoholic beverage that is trending in Chile and the world.
• Cucinare. (2022). Hard seltzer, the low-alcohol, and low-calorie drink that the new generations love.
• Kerry (2021). Kerry Taste Charts Latin America 2021.
• Kerry (2023). Kerry's 2023 taste and nutrition tables.
• Maldonado, D. (2023). Coca-Cola joins the "hard seltzer" wave. La Barra Magazine.
• Liquid Business (2021). Hard seltzers are appreciated in front of the consumer and are already 7% of total alcoholic beverages.
• Reportlinker (2023). Hard Seltzer Global Market Report 2023.
• The Food Tech (2021). Hard seltzers with clean label flavors, a growing trend.
• Vega, G. (2021). Hard seltzer: the trend in low-alcohol beverages. The Food Tech.