Hard seltzer is ready to be the drink of hot vaxx summer.

Hard seltzer is ready to be the drink of hot vaxx summer. Whiteclaw and more hard seltzer brands were already having their moment before the pandemic, and analysts are betting big on another wave of seltzer buying as group gatherings start happening again. Over the next four years, analysts predict that hard seltzer will top $8 billion in annual sales, and Boston Beer’s (producer of Truly Hard Seltzer) chief executive notes that the growth of hard seltzers is the biggest shift the beer industry has seen since light beers were introduced in the ‘70s. Everyone wants in on the hard seltzer game, with brands creating their own buzzy concoctions left and right. Boston Beer introduced Truly Iced Tea Hard Seltzer this year to shake up its flavor game, Bud Light and Michelob Ultra are coming out with their own seltzers, and celebrities like Travis Scott are even coming out with their own brands (hi Cacti). The non-gendered appeal of the product, wellness focus, and convenience, are all reasons hard seltzer is becoming young peoples’ go-to drink. (NYT)