How Hard Seltzer Taprooms Are Driving Innovation
The meteoric rise of hard seltzer has seen the category’s market share grow in five years to a level it took craft beer 40 years to reach. Now small seltzer-focused taprooms are opening up around the U.S. aiming to continue that momentum.
Much like the craft beer scene, these taprooms are providing producers with the opportunity to experiment with new offerings one keg at a time, rather than having to fill 2,500 cans and send them out on the market. The flexibility allows these all-seltzer spaces to drive category innovation beyond basic White Claw flavors, with offerings such as gin-barrel-aged seltzers, wine-flavored seltzers, and cocktail-inspired seltzers popping up across the nation.
“It really [is] a great place for us to not only showcase who we are and what we stand for, but it becomes the testing ground for new flavors, to see what consumers want,” said San Juan Seltzery CEO Ron Lloyd. “Every one of our new flavors has gone through our taproom, and you can tell what’s really hot.”
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