Drinking alcohol without beer from a can was supposed to be the healthier option. Strong seltzers, spiked seltzers, and the like are marketed as lighter than traditional spirits. Their alcohol content is like beer, but the impact on your waistline is not. To the extent that drinking alcohol is healthy, which it isn’t, and assuming you’re not some weird guy who downs 12 white claws in 90 minutes, the new category was meant to fill the space a little better for you . Maybe the initial marketing was a little female focused, but a lot of guys came around. A sparkling grapefruit-flavored small malt drink on the beach is a treat for the entire gender spectrum. Plus, who doesn’t like to get over a bit of beer-induced bloating?
But these prepackaged drinks on the go have evolved and in many cases they’ve become much tastier. People aren’t just getting 5% ABV strong on the way to the park; they’re grabbing prepackaged gin and tonics and negronis and margaritas that have a lot more of a kick to them. Strong seltzers now come in over-the-top varieties, too. Brands that live on the same shelf can have a variety of effects: Nutrl Spirits will hit you like regular seltzer, while Cutwater will screw you up. Both are owned by Budweiser’s parent company, Anheuser-Busch InBev, which has reported double-digit volume growth for its spirits-based portfolio this year. The next time you grab a drink in a can, you might want to take a second look at the ABV—or prepare to get locked under the table.
Ready-to-drink alcoholic beverages—industry talk for canned rather than bottled beer—have been around for a long time. Smirnoff Ice, Mike’s Hard Lemonade and Twisted Tea were introduced around the turn of the century. In the 2010s, “hard seltzers” began to appear, with names like White Claw and Truly, both of which were launched in 2016. Their ABV was usually similar to average beer, somewhere between 4% and 6%. The pandemic increased the trend: bars closed and people were left to their own devices, alcohol-wise — and they were drinking more, too.
“During the pandemic, strong seltzers really exploded, and I think strong seltzers are one of those that were perceived as a little bit of a better-for-you option,” said Kaleigh Theriault, an associate director of beverage opinion- alcohol. leadership at NIQ, a market research firm. Unfortunately, there is no alcohol of any kind in fact better for you, but the companies swerved – many of the drinks were positioned as low-calorie, low-carb, low-sugar, etc., and many still are.
NIQ called 2020 “the summer of seltzers”. Recognizing the drink’s popularity, a host of companies threw their hats into the ring, including AB InBev and Coca-Cola. The market became saturated and people began to realize that there could be much more to canned alcohol than beer and spirits.
“There are so many other products available that another hard lime seltzer probably won’t have much shelf space,” said Chris Budzik, a senior market analyst at IWSR, who covers the beverage industry. alcoholic. “So companies have to innovate more and more, and that has led to some higher ABV canned cocktails.”
If I can have a mediocre strong seltzer on the go, why not up my game and get a nice crisp G&T?
According to the NIQ, sales of “category four” – meaning ready-to-drink and ready-to-serve spirits – reached $13.1 billion in sales last year, up from $12.6 billion a year ago and $11.8 billion two years ago. It now represents 12% of total alcohol sales in dollars. Hard-seltzer sales are at $3.7 billion, but they’ve fallen 13.1% over the past year as they return to post-pandemic ground. Meanwhile, alcohol-based beverages grew by 22.5% to $2.5 billion. (Flavored malt beverages, such as Cayman Jack, also grew, up 9.9%, to $5.4 billion.)
Many of these alcohol-based drinks have a higher ABV, in part because they have to—there’s just no way to make a low-alcohol Manhattan. You add vodka or gin or tequila to the mix and the alcohol content goes up. And as consumers have become familiar with the idea of drinks in a can, they have broadened their horizons. If I can have a mediocre strong seltzer on the go, why not up my game and get a nice crisp G&T? The authenticity of the spirit in the drink is appealing.
Kate Bernot, principal analyst at Sightlines, an analyst group that covers the alcohol industry, said there were three main factors driving the growth of the RTD cocktail sector and the growth of accompanying spirits: consumer taste, corporate ambition and state policy.
People are fascinated by the idea of getting something prepackaged (and cheaper) at a store. It’s expensive and annoying to buy all the ingredients you need to make an espresso martini or a mai tai at home, and sometimes you just don’t want to go to a bar. You can also catch a Cutwater. Portability is also a big draw: You can bring a few cans to the beach with you, or grab a six-pack on the way to a dinner party as a replacement for the bottle of wine you might normally give your host.
“There’s real organic consumer excitement,” Bernot said.
Given the rapidly growing popularity of RTD spirits, there are many new brands – many of which have been on the shelf for less than a year. The next time you go to the liquor store or anywhere in your area that is allowed to sell alcohol, take a look at all the options – there are probably many names you’ve never even heard of.
“There are a lot more options these days,” said Theriault, of NIQ. “It’s also overwhelming.”
Various states have passed laws to allow distilled beverage products such as canned cocktails to be sold in places where they previously could not be, or have changed the structure of how such beverages are taxed. Pennsylvania changed its laws to allow grocery stores and convenience stores to sell canned cocktails up to 12.5% ABV starting in September. Michigan and Vermont have reduced RTD taxes. Bernot described the changes as a result of “a combination of consumer demand, more brands and more access to retail.”
There are many more options nowadays.
It’s kind of impossible not to notice the proliferation of canned cocktails — which are increasingly available at sporting events and concerts, and even bars — especially at a time when the service sector is struggling to find workers. Now they are common in social settings; buying a six-pack of canned margaritas isn’t that different from buying a six-pack of beer. But they also come with some risks for the uninitiated. A friend and I regularly walk her dog in my neighborhood, accompanied by a few cans of gin and tonic. The other day I pointed out to her that the ABV in those little cans was three times that of a Bud Light – she had no idea.
Unexpectedly drinking some canned cocktails has become a bit of a meme. Someone recently posted a photo of a martini with Cutwater lemon drops accompanied by the caption “Just had two of these and now I’m replying to everyone’s Instagram story like they were sent to me personally.” Maybe because those puppies are 11% ABV. People who choose spirits over beer more often consume far more alcohol per drink than they used to.
It’s not just canned cocktails that are getting drunk. White Claw and Truly now make extra-alcoholic varieties. Canned wines can be quite dangerous because many people do not realize that they often have two glasses, not one. And last year, Modelo surpassed Bud Light as the most popular beer in America; Its ABV is slightly higher. High-alcohol IPAs have proliferated. One of the most popular craft beers in the country is Voodoo Ranger Imperial IPA, which is 9% ABV and also comes in a 19.2 ounce can, if that’s something you’re into.
“What a time to be alive,” said Bernot. “That’s just a lot of beer, man.”
Budzik said he had “personally noticed that 8% double IPAs have become standard.”
Non-alcoholic beverages such as beer and scratch-proof mocktails are also on the rise, which has led to almost a void in the middle of alcohol. People are either getting really drunk or they aren’t. At this point, a used lager or seltzer is basically considered an easy option.
Trends are constantly coming and going, including alcohol. In such a crowded industry, there is no guarantee that all these brands and drinks will stick around.
“When something becomes popular, there will be some play. There will be products that reflect that,” Budzik said. “Will they still be here in five years? Who knows.”
So I think if there’s a canned cocktail you really like, maybe stock up. Or get ready to figure out how to make a mixology yourself. And in the meantime, really, check the ABV on the label before you’re in for a wild time.
Emily Stewart is a senior correspondent at Business Insider, writing about business and the economy.