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The Law Of The Claw: Is The Hard Seltzer Craze Just A Fad Or Here To Stay?




Three cans of White Claw Spiked Sparkling Water
Three cans of White Claw Spiked Sparkling Water
White Claw Seltzer Works

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Autumn might be looming, but spiked seltzer, the unofficial drink of summer 2019, is still going strong. 

CNN reports leading hard seltzer brand, White Claw, is even experiencing a supply shortage in liquor stores across the nation after a recent surge in demand. But customers won’t be without other options; Boston Beer launched their own sparkling alcoholic beverage, Truly, and Anheuser-Busch has now sells two spiked seltzers, Bon & Viv and Natural Light Seltzer. Four Loko is even planning to enter the market with a 14 percent ABV seltzer, higher than the current industry standard, around five percent. 

According to Vox, the hard seltzer industry is valued at $550 million dollars, and some analysts predict it could be worth 2.5 billion in 2021. The Washington Post credits some of the success of spiked seltzer to White Claw’s strategic marketing campaign, which advertises the product to men and women equally.

Despite its financial success, hard seltzer is not without critics. The San Francisco Chronicle published an article calling the drinks the “summer’s biggest scam.” Do you think spiked seltzer is here to stay? Tell us your thoughts on the drink by calling 866-893-5722.

Guests:

Craig Giammona, reporter covering the cannabis, beverage, food and restaurant industries for Bloomberg; he tweets @SitkaWriter

Eric Schmidt, director of alcohol research at Beverage Marketing Corporation, an independent consulting and research firm dedicated to the beverage industry