In 2020, the company paired with Molson Coors Brewing Company to make Topo Chico Hard Seltzers. Goldman Sachs managing director Bonnie Herzog who analyses the beverage industry, explained how the lifestyle choice of avoiding calories and carbohydrates has been driving down beer’s market share and yet, while drinks companies were vying on winning back people under 30 who are consuming less alcohol than previous generations at that age, the pandemic simultaneously boosted sales of RTD drinks as consumers sought out options they could drink at home. Herzog said: “Health and wellness, variety, convenience - that’s the appeal.”ĪB InBev and Diageo have invested heavily in this category and, in 2018, Coca-Cola introduced Lemon-Dou in Japan. Pamela Trangenstein, a scientist with the alcohol research group at the Public Health Institute in California, said that the worrying thing about all of these releases is that “the carbonation and sugar content can make it taste like you aren’t drinking alcohol”. The discussion followed energy drinks company Monster Beverage rolling out its first line of alcoholic drinks named The Beast Unleashed with commentators from the industry speculating on how these drinks will have an impact on the future of drinking. In a deep dive report in The New York Times, drinks analysts outlined how Mountain Dew came full-circle last year when PepsiCo introduced the new alcoholic beverage Hard Mtn Dew, using the youth-oriented brand’s popularity as a launch pad to its alcoholic variant.Īccording to experts, the introduction of Hard Mtn Dew reflects a major change in the alcohol industry and now blurs the lines where ready-to-drink (RTD) beverages reside since the category has now expanded to include hard seltzers, flavoured malt beverages, wine coolers and canned cocktails.īernstein Research beverage analyst Nadine Sarwat said: “It’s only really in the last three to four years that it’s become a major category.” Researchers have raised concerns over the raft of soft drinks companies entering the alcoholic soda category.
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