📰 Pour Decisions (by XenBev)

🍹 The Seltzer Slump is Real

After years of explosive growth, hard seltzers are cooling off. In 2024, sales declined in the double-digit range; growth has now slowed to mid-single digits and is projected to plateau or modestly rebound by the end of 2025 (BevIndustry).

Consumers are shifting away from light malt drinks toward spirit-based RTDs, ready-to-drink cocktails, non-alc options, and even cannabis-adjacent beverages. The category's next phase is all about premiumization, flavor innovation, and broader well-being trends (GlobeNewswire).

🏆 Why High Noon Still Leads

While traditional seltzer giants like White Claw have seen pullback, High Noon continues to surge. It's now the #1 spirit-based RTD in the U.S.

Here’s why:

• Real vodka + real juice cuts through the overly sweet competition.

• Premium positioning with effective influencer marketing (Barstool partnerships helped drive culture credibility).

• Flavor variants like vodka iced tea, tequila seltzer, and lemonade keep consumers engaged and curious (SF Chronicle).

💸 Why Others Faltered

Several brands tried to jump into the seltzer game late and fizzled out. What went wrong?

• Flavor fatigue – flooding the market with too many similar-tasting options.

• Lack of a real spirit base – products tasted artificial or overly sweet.

• No strong brand identity – without purpose or community, these SKUs quickly lost momentum.

It’s a lesson in the limits of fast-following without meaningful differentiation.

🌱 The Emerging Front-Runners

What’s stepping up to fill the void?

• Spirit-based RTDs (vodka, tequila, gin) are projected to grow by 33% CAGR through 2025 (BevSource).

• Non-alcoholic beers and functional beverages are rising as consumers explore moderation and wellness trends.

• Botanical and adaptogen-infused drinks are making a quiet, premium push.

This isn’t about gimmicks — it’s about aligning with shifting priorities: wellness, transparency, and premium experiences.

🍻 What This Means for You

For brands and suppliers:

✅ Invest in real ingredients and clean labeling.
 ✅ Lead with your story and why your product matters.
 ✅ Consider both alcohol and non-alcohol innovation — don’t ignore sober-curious consumers.
 ✅ Study your velocity and margins in grocery vs. c-store vs. on-premise.

🥂 Final Sip

The hard seltzer craze may be slowing, but it’s not the end — it’s an evolution. RTDs, non-alc options, and premium-leaning functional drinks are already taking up shelf space.

The fizz hasn’t gone flat. It’s just changing cans.

— The XenBev Team