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White Claw’s hold on hard seltzer market slips in bars

Mark Anthony Brands International-owned White Claw’s market share of the hard seltzer category in the US on-premise has decreased by 15.4%, new data from alcohol inventory platform Backbar has revealed.

White Claw’s market share in the US on-trade has slipped by 15%

In the first two quarters of 2021, hard seltzer behemoth White Claw saw its market share of inventory in the US hospitality sector drop from 60.4% to 45%, the bar stock management system reported.

Meanwhile, E&J Gallo’s High Noon brand experienced the biggest growth over that same period, up 6.3% for a total market share of 10.4%. Truly Hard Seltzer, owned by Boston Beer Company, also increased its foothold, growing 2.6% to a 17.4% market share.

To determine these figures, Backbar examined the inventory share, purchasing, and venue segment data of its 10,000-plus user database of hospitality venues.

According to its analysis, the top five biggest players in the hard seltzer category for the US on-trade are White Claw, Truly, High Noon, Bud Light Seltzer (10% market share) and Bon Viv (1.28%). These five brands make up 83% of hard seltzer inventory in the country’s bars and restaurants.

Sales of hard seltzers skyrocketed 130% by volume in 2020, pushing the ready-to-drink (RTD) sector to overtake total spirits (IWSR Drinks Market Analysis).

Despite its shifting share of the hard seltzer category in bars, market leader White Claw saw its volumes more than double from 24.4 million cases to 58.5m nine-litre cases last year – a feat that earned it the title of Supreme Brand Champion in The Spirits Business’ annual report of million-case-selling brands.

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