Hard seltzers are sizzling hot in the beverage marketplace, now comprising 7% of total beverage alcohol. Brands that want to succeed will need to entice consumers with flavor and formulation innovation and convenient RTD packaging.

For those who have ever wondered who Mike of Mike’s Hard Lemonade Co. is, the company recently launched a “History of Mike’s” campaign featuring cinematic ads.

The booming category of ready-to-drink (RTD) canned cocktails is giving brands a delicious recipe for summer success. Drizly notes that spirits-based cocktails have grown over 1,000%.

Prestige Beverage Group expanded its Kinky Cocktails line with its latest edition: Fruit Punch. 

With growth outpacing all other beer segments, flavored malt beverages have been the success story of the beer market thanks to the strong performance of hard seltzers.

Vancouver, British Columbia-based Nude Beverages, a top-selling Canadian ready-to-drink (RTD) and flavored malt beverage (FMB) brand that is both sugar and sweetener-free, announced the U.S. launch of Nude Hard Iced Tea, an iced tea with zero carbonation, zero caffeine, and brewed with black tea. 

Just in time for winter, Twelve5 Beverage Co., Neenah, Wis., released REBEL Peppermint Mocha Hard Latte, which combines a creamy blend of Colombian coffee, chocolatey cocoa, real peppermint and alcohol, the company says.

Co-creator of Seagram's Escapes Peach Bellini, reality TV star and entrepreneur Cynthia Bailey is teaming up with the brand on its newest program — Seagram's Escapes Holiday Marketplace: Featuring Black-Owned Businesses — to help support these small businesses and drive sales during the important holiday shopping season, it says.

Twelve5 Beverage Co., Neenah, Wis., has launched REBEL Hard Coffee, a creamy blend of coffee and alcohol, the company says.

Although the U.S. beer market has seen performance of its segments “all mixed up” in years past, recent shopping pattern shifts due to COVID-19 have lifted the alcohol category.