Beverages

Where Do the Latest Hard Seltzer Lemonades Stand?

Goldman Sachs analyst details category’s growth
Truly lemonade can
Photograph: Shutterstock

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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