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White Claw is hardly the first to come up with the idea of a higher-impact hard seltzer.
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Instead of 5% ABV in a 12-ounce can, Surge packs 8% ABV into a 16-ounce can. White Claw Surge, a new higher-alcohol hard seltzer.
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It’s not surprising that this line of thought has caught on with the masses: It conveniently allows you to tell yourself that you’re drinking alcohol in order to do your body a favor. Seltzer’s not alone prefixes like “clean” are now proliferating in wine and spirits marketing. While Millennials’ thirst for hard seltzer has remained strong, they’re still not buying as much wine as previous generations did at their age. Millennials have driven much of hard seltzer’s rise, and their preference for the beverage - informed, no doubt, by their interest in wellness - may be eating into sales of other drinks. Even country music star Blake Shelton has a hard seltzer now. White Claw remains the biggest player in the space - together with Truly, it represents 75% of the total market, according to Nielsen data from last year - but new players are trying to get in on the gold rush all the time. Nielsen data shows that hard seltzer sales reached $4.4 billion, a jump of 121%, in the year-long period ending March 27. Since it first exploded in popularity in 2019, the hard seltzer category has continued to climb, part of the larger trend of “wellness”-oriented alcohol.