Will the real hard seltzer drinker please stand up?

Yes, we know there’s no such thing as one “real” hard seltzer drinker. But there are two emerging narratives about the people who typically drink hard seltzer, and more importantly, why they drink it. The first narrative is fairly widespread and holds that the core drinker’s connection to the category has a lot to do with its role as a supposedly healthier alternative – which may conjure up images of working professional types enjoying hard seltzers with friends or co-workers after a long day at work or at small social gatherings (in non-pandemic times, of course).

Yet if you’ve been paying attention to the press or to social media, you’ve probably had at least a glimpse of a subculture that’s rapidly becoming associated with hard seltzer – men in their 20s with a streak of machismo, a bit of a herd instinct, and a consequences-be-damned spontaneity. It doesn’t take much online searching to find videos posted on social media of guys with cans of hard seltzer in their hands, congregating in the woods or on the beach, removed from civilization and releasing pent-up tensions with almost primal behavior – ranging from whooping and chanting to performing stunts that are too rowdy for prime time. Many articles refer to them as “bros” (which is understandable but arguably not the most fitting descriptor), while others are far more unflattering than that. And they seem to have embraced hard seltzer as a badge of everything they value.[i]

This group is only a very small part of the hard seltzer drinker base, but the data indicates they may already have become indelibly associated with the category. This may or may not be welcome information to those selling hard seltzer, but the truth is that it may not be an entirely bad thing.

Read the full article.


Remain an expert and save time ? Take few seconds to complete the registration form. Click here !

This image has an empty alt attribute; its file name is shutterstock_266367677-1024x613.jpg

Yoast SEO

Toggle panel: Yoast SEO

Focus keyphraseHelp on choosing the perfect focus keyphrase(Opens in a new browser tab)Get related keyphrases(Opens in a new browser window)

Google preview

Preview as:Mobile resultDesktop resultUrl preview:worldbeerandspirits.com › 2021 › 05 › 21 › logistics-in-the-time-of-covidSEO title preview:Logistics in the time of Covid – World Beer & Spirits !Meta description preview:

May 21, 2021 ⋅ Please provide a meta description by editing the snippet below. If you don’t, Google will try to find a relevant part of your post to show in the search results.SEO titleInsert variableTitle Page Separator Site title Site titleTitlePrimary categorySeparatorSlugMeta descriptionInsert variableModify your meta description by editing it right here
Site titleTitlePrimary categorySeparator

SEO analysisEnter a focus keyphrase to calculate the SEO score

Add related keyphrase

Cornerstone content


  • Post
  • Block

No block selected.Open publish panel

  • Document