Every Drink Is Seltzer Now
The multi-billion dollar seltzer market is totally saturated, and I’m exhausted
Not a day goes by, seemingly, without a beverage company attempting to belatedly horn in on the biggest trend of 2019: hard seltzer. Inspired by the mind-blowing success of White Claw, hard seltzer is now its own multi-billion dollar industry, and the lines that distinguish a trendy hard seltzer as opposed to an outdated old-fashioned wine cooler are growing ever blurrier. Now, seltzer is everywhere, and everything is seltzer.
The most annoying new offender of late is Michelob Ultra Organic Seltzer’s new “essential collection,” which is “made with coconut water at the heart of its ingredients.” Available in flavors like blueberry watermelon and kiwi-lime, the beverages are touted as being low-calorie, totally refreshing, and infused with the flavor of … Read more