You may have heard more about hard seltzer this summer than any summer before — more specifically, White Claw seemed to be all the rage.
SpikedSeltzer was born at an intersection of a couple of trends that birthed a new opportunity. Beer consumption had been flat or falling — as was soda consumption. Spirits weren’t doing too much better.
A growing awareness and adherence to the nebulous principle of ‘wellness’ was pushing people to cut calories where they could. For many, especially many millennials, this meant replacing beer and sugary mixed drinks with vodka-sodas —
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