Executive Briefing

Is hard seltzer really already over?

Growth has slowed dramatically. But like a fine hard seltzer iced tea lemonade punch, the reality is more complex.

Dua Lipa for Truly
Dua Lipa for Truly / Photo courtesy Truly

You may have noticed a CNN headline flying around the web or your favorite newsletters over the past week: The hard seltzer craze has come to an end. It’s the perfect construction for schadenfreude-y sharing — ha, ha, that stupid fad is already finished! We’re apparently still in that phase of culture where people are just primed to tear down anything that had been popular or successful.

But the reality is that the hard seltzer market is not tanking — or, at least, not yet — and certainly not based on just what’s in the piece.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

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