Although it’s difficult to pinpoint exactly when the category took off, it’s no secret that White Claw Hard Seltzer and Truly Hard Seltzer revolutionized the category after their respective launches in 2016. White Claw even inspired songs and phrases (such as “Ain’t no laws when you’re drinking Claws”) and Shania Twain and Yung Gravy’s 2024 song “White Claw,” while Truly released campaigns with Dua Lipa and even released a hot wing-inspired flavor earlier this year.  

The category has seen tons of innovation over the past few years, with an array of innovations, from flavor to alcohol content. Ahead of National Hard Seltzer Day on Sept. 20, here are a few new products shaking things up in the seltzer category:

Dirty Water: Described as the light beer of hard seltzer, Dirty Water launched earlier this year. The brand recently announced its direct-to-consumer (DTC) availability across 45 states. Dirty Water is offered “in one crisp flavor,” coming in at 4.5% alcohol-by-volume (ABV) and has zero carbs, zero sugar, just 90 calories and is gluten-free. It features a unique, malt-based formula, offering a light, crisp and refreshing taste. The seltzer has notes of pear, citrus and malt that is hard seltzer by nature, but tastes completely different, the brand notes. The balanced profile results in a beverage that is not too sweet and not too carbonated. Dirty Water also announced a partnership with the influential duo Lawrence Schlossman and James Harris of Throwing Fits. “I just wanted to make a simple drink that I could, for lack of a better word, crush. One that’s sessionable like a light lager but healthier,” said Dominic Minogue, founder and CEO of Dirty Water, in a statement. So far, a lot of people have really gotten on board after just one sip, including the Throwing Fits guys. I’m extremely grateful to launch with their support and excited for consumers across NYC and beyond to discover Dirty Water.”

Simply Spiked Cranberry: Simply Spiked, a Molson Coors brand, has unveiled a spin on a fall favorite with the release of Simply Spiked Cranberry. With two varieties, Signature Cranberry and Apple Cranberry, the limited-time offering marks the brand’s first exploration into seasonal releases. At 5% alcohol-by-volume (ABV), the seltzers are made with 5% real juice that is squeezed and then concentrated. “Simply Spiked fans have been asking and we delivered,” said Amanda DeVore, senior director of innovation at Molson Coors Beverage Co., in a statement. “This launch isn’t just about riding the wave of peak cranberry season; it’s about redefining autumn’s flavor profile for our 21+ fans. We’re bringing a fresh, sophisticated twist to a classic.” Simply Spiked Cranberry is now available in 12-packs at retailers nationwide.

Ounce of Hope: Founded in 2018, the Memphis, Tenn.-based Ounce of Hope cannabis brand released its own line of THC-infused seltzers. The two seltzers, named Berry High and Peach Buzzy, offer unique flavors that each contain 5 mg THC in each 16-ounce can, free of hangovers and low in calories. The seltzers are made with limited, fresh and natural ingredients, and are federally legal cannabis drinks that provide a powerful buzz. “There’s a QR code on every can that takes you to our website, where you can see our other products, lab results and everything in between,” said Collin Bercier, founder, in a statement. “We touch the plant, make the product, take care of the fish that help us grow the plant, and actually care about what gets sent out into the world.” Both seltzers are available on Ounce of Hope’s website and at their local dispensaries in Memphis. “We’re not just trying to mass-produce a quick-buck seltzer to sell off to a big brand,” Bercier continued. “We’re here to make a difference. Ounce of Hope grows, formulates and operates retail dispensaries where customers can learn about our products. That’s what makes us a brand customers trust.”