White Claw's dominance in the seltzer market has waned due to oversaturation, giving rise to canned cocktails featuring spirits like vodka and tequila. Brands like High Noon, Cutwater, and Nutrl are capturing significant market share in the ready-to-drink alcoholic beverage category.
and took the U.S. by storm. The malt-based drink provided an alternative to light beer, and sales soared over the next five year — but the market quickly became saturated.
"You had a plethora of new brands coming in, an oversaturation of new flavor sophistication initiatives, so many flavors that it essentially started devaluing the core proposition of the brands. Consumers started getting confused, and they started taking a step back," said Spiros Malandrakis, head of alcoholic drinks research at Euromonitor International.
Canned cocktails, drinks that include spirits like vodka, tequila or gin rather than the malt liquor base of popular seltzers, have begun to take market share in the ready-to-drink alcoholic beverage category. FromMore than half of the U.S. ready-to-drink spirits market is controlled by three brands, according to data from Nielsen and the National Alcohol Beverage Control Association. The biggest player, High Noon, is owned by Gallo, a winery that also owns brands like Barefoot and Andre.
Canned Cocktails Seltzer White Claw Ready-To-Drink Alcoholic Beverages
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