“Connection over convenience” is key to staying relevant in the canned cocktail and hard seltzer game.

“Connection over convenience” is key to staying relevant in the canned cocktail and hard seltzer game. Rewind to 2019: it was the year of hard seltzer and White Claw captured the heart of Millennial drinkers everywhere. Since then, more alcohol brands have leaned into hard seltzers and canned cocktails with Truly, Bud Light Seltzer, Cutwater, Smirnoff Sparkling Seltzer, Wild Basin—the list goes on. Competition is heating up, and Molson Coors announced that it’s discontinuing Coors Seltzer just one year after introducing the drink. While convenience has been the go-to for capturing the likes of young drinkers, connection is more important than ever, according to industry experts. White Claw first won over Millennial drinkers through the brand’s refreshing yet edgy feel and healthy take on consuming alcohol—one of many reasons the brand has become a mainstay. YPulse’s nightlife and drinking data shows that 83% of young consumers say they want to start 2021 with a healthier body and mind, and WGSN’s director of food and drink forecasting notes “Millennials love flavor and variety and experimentation,” and they’re looking for more than just convenience when it comes to the alcohol they consume. (Marketing Dive, AdAge)