NEW YORK —Hard seltzers continue to show the strongest growth in alcohol as new lemonade hard seltzers fight for more market share.
The hard seltzer segment, which makes up about 5% of the total alcohol category, was up 61.5% for the two-week period ending on March 6, New York-based Goldman Sachs Managing Director Bonnie Herzog said in a report.
Its growth is decelerating, though, Herzog said. Hard seltzers were up 71% for the last four weeks and nearly 77% for the past 12 weeks.
While hard seltzers have grown in popularity for a few years, the latest trend revolves around hard seltzer lemonades. Chicago-based Mark Anthony Brands’ Mike’s Hard Lemonade Seltzer hit shelves in February and has reached 1.5% dollar share, the report said.
Herzog also noted that St. Louis, Mo.-based Anheuser-Busch released Bud Light Seltzer Lemonade mid-January. The drink reached 2.2% dollar share for the latest two-week period.
Truly Lemonade Seltzer, from Boston-based Boston Beer Co., has “held its own despite increased competition,” Herzog said. Its share was up to 7.5% year-over-year but down during the latest two-week period.
“While still early, beer distributors have been positive about all three brand extensions and expect them all to do well,” Herzog said.
Chicago-based Molson Coors Beverage Co.’s Vizzy also introduced a lemonade variety while White Claw, from Mark Anthony Brands, introduced an iced tea seltzer line.
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