Is Hard Seltzer Here to Stay—or Will It Go the Way of the Wine Cooler?

Over the past 2 years, the category has grown from 10 brands to more than 65

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For many casual observers and drinkers, hard seltzer seemed to come out of nowhere last summer. Sweeping across the country like a fizzy, buzz-making tidal wave, hot girl summer suddenly had an official beverage sponsor: White Claw.

But for those in the industry or closely observing it, the rise of hard seltzer wasn’t mere happenstance—consumers were primed for the product. The fact that hard seltzer contains less alcohol than spirits and fewer calories than beer, while by widespread consensus also tasting pretty good, has kept people coming back.

Now,

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