![]() Five women walk into a bar: The history of hard seltzer Kendall Jenner, whose new 818 Tequila brand was recently the subject of a cultural appropriation controversy, found out the hard way that times have changed. Stars used to slap their names on bottles of Pinot Grigio or whiskey to tap fans’ wallets. Anheuser-Busch is now boosting production to meet surging demand. Likewise, Cacti sold out on the official website within two days of its launch, with physical retailers selling out of the beverage in a single day. ![]() Last year, McDonald’s “Travis Scott Meal” was so popular that the chain began running out of ingredients. Cacti marks the conglomerate’s third hard seltzer product, and Scott has already proven that his name moves inventory. Last week, rapper and aspiring mogul Travis Scott announced Cacti, an agave-flavored hard seltzer released in partnership with Anheuser-Busch. Even sparkling water brands like Polar and Spindrift are joining with their own alcoholic products. Liquor, wine, and beer giants have hopped on the trend- Natty Light, Bud Light, Pabst Blue Ribbon, Smirnoff, Jose Cuervo, and Barefoot Wine have all released hard seltzer-inspired beverages. The number of hard seltzer brands has jumped from 10 at the start of 2018 to more than 100 today. But the market is growing more and more crowded. ![]() White Claw and Truly are the Coke and Pepsi of the industry, capturing 75% of sales between them. Goldman Sachs has predicted that number will top $30 billion by 2025. (There’s nothing like a case of black cherry White Claw to spice up a socially distanced hang.) A few million picnics later, the hard seltzer industry hit $4.1 billion in sales last year, up from just $400,000 in 2018. If hard seltzer wasn’t already inescapable pre-pandemic, a year of boozing almost solely on park blankets sealed its fate. ![]()
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