Mar 26, 2021 - Economy

More people are turning to hard seltzer

What are you drinking less as a result of drinking hard seltzer?
Source: UBS Evidence Lab; Note: Respondents could choose more than one category; Chart: Will Chase/Axios

Wine, vodka and beer are increasingly getting tossed aside as more people throw back hard seltzer, according to a UBS survey of 1,000+ drinkers.

Why it matters: Hard seltzer brands are everywhere. Storied alcohol giants are tapping more and more into the hype.

  • Anheuser-Busch just launched Cacti Agave Spiked Seltzer in collaboration with rapper Travis Scott.

By the numbers: 43% say they are drinking less wine to consume hard seltzer — up from just over 20% when UBS first conducted the survey in 2019.

  • Plus, hard seltzer now makes up 10% of total beer-flavored malt beverage sales (up from 4.7% the year prior), UBS says.
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