According to IRI data shared by Bart Watson, chief economist of the Brewers Association, hard seltzer held a 4.3-percent share of beer volume sales, and a 5.7-percent share of beer dollar sales during Super Bowl week. In terms of volume, this topped the category’s previous record, set in the week leading up to Labor Day 2019.
Industry leader White Claw continued its dominance of the hard seltzer landscape, with $24.2 million in sales at IRI-tracked grocery, liquor, and convenience stores, according to Good Beer Hunting. Meanwhile, Boston-Beer-owned Truly came in second place, with sales of $9.2 million.
Perhaps most notably, newcomer Bud Light Seltzer debuted at a “solid” third place, with $4.9 million in sales. It’s an impressive number, considering Bud Light Seltzer has only been on the market for a month.
Clearly, its advertising blitz has been paying off.
According to Anheuser-Busch’s (A-B) chief marketer Marcel Marcondes, A-B now owns an 18-percent share of all hard seltzer sales, when sales stats from its multiple brands are taken into account. (A-B also owns Natural Light Seltzer and Bon & Viv Spiked Seltzer). Truly, by comparison, currently occupies 22 percent of the hard seltzer market.
While A-B is hot on the heels of Truly, Boston Beer may not have to worry about Bud Light’s rise just yet. According to Watson, Bud Light’s Seltzer’s increase in market share “looks to be taking mostly from White Claw and ‘all others’ (i.e. not necessarily from Truly).”
While total dollar sales of seltzer over the Super Bowl didn’t reach their July 4th peak, the strength of these numbers surely dispels any lingering doubts over whether hard seltzer is merely a passing “fad.”