Introduction

Hard seltzers have taken the beverage industry by storm in recent years, with sales skyrocketing and new products hitting the market regularly. One format that has proven to be particularly popular among consumers is variety packs. In this report, we will explore why variety packs are a top-selling format in hard seltzer retail, backed by industry insights, financial data, and real-world examples.

Consumer Demand for Variety

Changing Preferences

One of the key reasons behind the success of variety packs in the hard seltzer market is the changing preferences of consumers. Today’s consumers are seeking variety and options when it comes to their beverages. Variety packs allow them to sample different flavors without committing to a full pack of a single flavor.

Seasonal Appeal

Variety packs also have a seasonal appeal, with many brands offering limited-time flavors or seasonal varieties in their packs. This creates a sense of urgency among consumers who want to try these unique flavors before they are gone. Seasonal variety packs are often a top seller during holiday seasons and summer months.

Convenience and Accessibility

Convenience for Consumers

Variety packs offer convenience for consumers who want to have a selection of flavors on hand for gatherings or events. Instead of purchasing multiple packs of different flavors, consumers can buy a single variety pack that offers a mix of options. This convenience factor is a major selling point for many consumers.

Accessibility in Retail

From a retail perspective, variety packs are also highly accessible. They are prominently displayed in stores, often featured in endcap displays or near checkout counters. This visibility makes it easy for consumers to grab a variety pack on their way out, leading to impulse purchases and increased sales for retailers.

Industry Insights

Market Growth

The hard seltzer market has experienced explosive growth in recent years, with sales reaching $4.1 billion in 2020, according to IWSR Drinks Market Analysis. Variety packs have played a significant role in driving this growth, appealing to a wide range of consumers and capturing a larger share of the market.

Competitive Landscape

Major players in the hard seltzer market, such as White Claw, Truly, and Bud Light Seltzer, have all introduced variety packs to their product offerings. These brands have capitalized on the popularity of variety packs, investing in new flavors and marketing campaigns to attract consumers. As a result, variety packs have become a staple in the industry.

Financial Data

Sales Figures

Variety packs have consistently been top sellers in the hard seltzer market, driving significant sales for brands. For example, White Claw’s variety pack sales grew by 250% in 2020, according to Nielsen data. This growth highlights the strong demand for variety packs among consumers.

Revenue Impact

Variety packs have also had a positive impact on the revenue of companies in the hard seltzer market. Truly’s parent company, Boston Beer Co., reported a 37% increase in net revenue in 2020, driven in part by the success of its variety packs. This financial success demonstrates the profitability of variety packs for companies in the industry.

Conclusion

In conclusion, variety packs have become a top-selling format in hard seltzer retail due to consumer demand for variety, convenience, and accessibility. Industry insights, financial data, and real-world examples all point to the popularity and profitability of variety packs in the market. As the hard seltzer market continues to grow, variety packs are expected to remain a key driver of sales and revenue for brands in the industry.