Is Hard Seltzer Here to Stay—or Will It Go the Way of the Wine Cooler?

Over the past 2 years, the category has grown from 10 brands to more than 65

top of a can with bubbles
Art: Dianna McDougall; Sources: Getty Images

For many casual observers and drinkers, hard seltzer seemed to come out of nowhere last summer. Sweeping across the country like a fizzy, buzz-making tidal wave, hot girl summer suddenly had an official beverage sponsor: White Claw.

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@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.
@hiebertpaul paul.hiebert@adweek.com Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.