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alcoholic beverages. Companies use these facts to their advantage, often stating the nutrition facts in easy-to-read and obvious places. The social media presence of hard seltzer companies is massive and often depict healthy people drinking and having fun, further perpetuating the notion that hard seltzers are a healthy alcoholic alternative. However, although it may be âhealthierâ in many ways, nutritionists have warned that this is not a healthy beverage. Many hard seltzers have added flavoring and are mixed with sugary soda waters to add sweetness.
22:
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posted a video title âSummer of White Clawâ. This video went viral and was watched over 6 million times. The aftermath of this video made sales of White Claw (as well as other hard seltzer brands) skyrocket. After this video was released, White Claws were so popular that the surplus of sales led to a
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category may also be seen as a reflection of the broader surge in popularity of non-alcoholic flavored seltzers evidenced by the sudden and massive popularity of brands like LaCroix and
Spindrift. On the back of this popularity, hard seltzer brands have launched in numerous countries outside of the
154:
Many critics have pointed out that alcoholic beverage ads are often targeted to certain genders. For example, many beer companies advertise their drinks as being âmanlyâ. However, seltzer companies have made a point to have gender-neutral advertising in order to reach the most people possible. This
124:
in the United
Kingdom and malternatives in America. The more modern renditions of hard seltzers started with Nick Shields developing the 'Spiked Seltzer' branding style, in Westport, Connecticut, brewing the first commercial batches in November 2013. The hard seltzers that we are familiar with now
191:
is needed to make these drinks alcoholic. However, instead of yeast converting to glucose, the fermentation process of Hard
Seltzers consists of directly fermenting a sugar base. This fermentation process yields a discoloration in the product so effective filtration practices of these colors and
137:
Across all hard seltzer brands, there is a median of 100 calories, 2g of carbs, 0-2g of sugar while still maintaining 5% alcohol. Additionally, most hard seltzers are gluten free. Seltzer marketing has claimed that these beverages offer a healthier alternative to drinking more calorically heavy
129:, grew 85% in just one year, making over $ 4 billion in 2020 alone. Analysts attribute the success of White Claw and the appeal of hard seltzer in general to increased demand from health-conscious consumers.
192:
odors is necessary. A common filtration process consists of a carbon treatment which uses CARBOFIL RW, RHC or CA filter sheets. This creates a plain alcohol base where flavor can be added afterwards.
540:
613:
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genderless way of advertising is also accountable for the drink's surge in popularity. The demographics of hard seltzer drinkers are
Caucasians who are 21 to 44 years of age.
104:, which was brewed in Australia in 1993 and was claimed to be the "world's first brewed alcoholic lemonade" (falsely, because of the pre-existence of traditional drinks like
567:"Brands like White Claw and Truly changed the way Americans drink. But a crowded market and changing consumer behavior may have officially ended the hard seltzer craze"
146:
In addition to advertising hard seltzers as the 'healthy alternative', the marketing of hard seltzers has often relied on their trendiness. In 2019, YouTuber
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The concept of flavored malt beverages has been popular since the 1990s. The first widely available commercial example of the style was
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494:"White Claw and Gender Neutrality: What Hard Seltzers Reveal about Alcohol Advertising's Long Journey toward Gender Inclusion"
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did not rise to popularity until almost three decades later in 2018. Sales of the most popular hard seltzer brand,
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905:"People In Toronto Lined Up Around The Block In The Cold For White Claw's Canadian Launch"
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179:. In February 2020, White Claw launched in Canada and subsequently Australia and the UK.
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784:"How White Claw and the hard seltzer craze are taking on beerâand taking over America"
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733:"White Claw Marketing Strategy: How the Hard Seltzer Brand Manufactured Viral Growth"
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954:"Fundamentals of Immobilised Yeast Cells for Continuous Beer Fermentation: A Review"
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Pilkington, P. H.; Margaritis, A.; Mensour, N. A.; Russell, I. (January 2, 1998).
105:
758:"The Key to White Claw's Surging Popularity: Marketing to a Post-Gender World"
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931:"Hard seltzers hit the UK - but will they see the same success as in the US?"
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640:"The hard truth about hard seltzer: It's not as 'healthy' as you may think"
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509:
471:"Spiked Seltzer Is Now Out-Selling All Craft Beer â Best Spiked Seltzers"
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89:
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72:. Hard seltzer products outside of the US have been found to use either
666:"Is hard seltzer considered as a new (un)healthy drinking alternative?"
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drink). Two Dogs paved the way for similar commercial products such as
109:
85:
61:
164:
832:"A Definitive List Of 32 Hard Seltzer Brands Available In Australia"
987:"HARD SELTZER BASE: Color and odor reduction with activated carbon"
880:"Cheers to the boozy water, says Femail drink expert HELEN McGINN"
806:"Vodka Soda In A Can Is The Low-Calorie Hit Taking B.C. By Storm"
159:
592:"Hard Seltzer Craze Makes White Claw Maker a Multibillionaire"
449:"Best White Claw Memes: Why Has the Hard Seltzer Gone Viral?"
388:
88:-content is relatively low, derived almost entirely from
1008:"Hard Seltzer Market Size & Share Report, 2022-2030"
614:"Big beer pops top on new hard seltzer brands in 2020"
120:. These alcoholic alternatives were commonly known as
364:"Alcohol Content in a Bottle of Mike's Hard Lemonade"
541:"5th Generation Beermaker Tries to Tap New Market"
201:Hard seltzer market shares in the United States
8:
332:
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731:Dimitrakis, Theano (February 17, 2022).
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782:Huddleston, Tom Jr (December 5, 2019).
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985:Ledergerber, Bettina (November 2021).
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413:Bernstein, Joshua M. (June 21, 2019).
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337:Jennings, Rebecca (August 20, 2019).
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539:Nanos, Janelle (February 25, 2016).
958:Journal of the Institute of Brewing
878:Mcginn, Helen (February 23, 2020).
498:Advertising & Society Quarterly
971:10.1002/j.2050-0416.1998.tb00970.x
594:. Bloomberg News. November 8, 2019
14:
447:Ritzen, Stacey (August 2, 2019).
158:The rise of hard seltzers in the
737:NoGoodâą: Growth Marketing Agency
415:"Like LaCroix, but With a Buzz"
310:Fermentation in food processing
704:"The Facts About Hard Seltzer"
339:"Hard seltzer is here to stay"
1:
492:Contois, Emily J. H. (2022).
151:shortage within the company.
16:Carbonated alcoholic beverage
54:hard sparkling alcohol water
664:Woolderink, Nicole (2022).
209:Percentage of market share
25:Cans of hard seltzer drinks
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315:Fermentation in winemaking
1012:www.grandviewresearch.com
473:. Delish.com. August 2019
300:White Claw Hard Seltzer
133:Nutritional information
858:"Hard Seltzers - Olvi"
684:Cite journal requires
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1054:Australian inventions
510:10.1353/asr.2022.0014
84:is around 5% and the
78:fermentation of fruit
33:Japanese Hard Seltzer
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1059:Alcohol in Australia
183:Fermentation process
118:Mike's Hard Lemonade
64:(carbonated water),
933:. beveragedaily.com
911:. February 29, 2020
838:. December 31, 2020
389:"DRTY Hard Seltzer"
295:High Noon (seltzer)
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187:Similarly to beer,
163:U.S., including in
419:The New York Times
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1044:Carbonated drinks
812:. August 20, 2019
565:Hartmans, Avery.
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245:Bud Light Seltzer
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108:, a fermented
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346:. Retrieved
342:
259:1.28 %
189:fermentation
186:
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1017:January 31,
767:January 31,
742:January 31,
713:January 31,
649:January 21,
598:January 21,
576:January 21,
432:December 5,
393:DRTY Drinks
368:www.leaf.tv
1033:Categories
994:Filtrox Ag
790:October 9,
623:October 9,
321:References
215:White Claw
127:White Claw
937:April 22,
915:April 22,
889:April 23,
816:April 22,
550:April 25,
526:251044774
518:2475-1790
477:August 3,
455:August 3,
427:0362-4331
398:April 22,
373:April 22,
290:Hard soda
235:High Noon
169:Australia
644:Inquirer
274:See also
175:and the
142:Branding
122:alcopops
102:Two Dogs
90:fructose
58:highball
1049:Brewing
305:Brewing
280:Alcopop
267:15.92%
173:Finland
110:Finnish
96:History
86:calorie
66:alcohol
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239:10.4%
229:24.9%
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600:2023
578:2023
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375:2020
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