Wine, on the other hand, is usually about 10-15% ABV , Sonpal points out. As Fortune writes, “Unlike others that appear on the [flavored malt beverage] scene, such as hard root beer or Four Loko, hard seltzer has a certain amount of ‘premiumization’ going for it (yes, that’s affordable luxury you’re tasting).” Hard seltzer doesn’t have the syrupy sweetness of a Mang-O-Rita, and therefore feels more expensive — even though the two drinks are actually about the same price. That fanciness has also historically given hard seltzer a certain feminization so often associated with fruity, lower-ABV beverages — think wine coolers, sangria, or Smirnoff Ice. In a Nielsen survey, more than half of respondents said they bought ready-to-drink canned cocktails because they were “convenient.” The second most popular response was that customers liked that they could pick them up in the grocery store: Hard seltzer’s low ABV content allows it to be sold anywhere you can buy beer. It’s like Halo Top ice cream: not as delicious as the real thing, and not actively good for you, but branded with the veneer of a healthier option that comes in handy single-portion servings. The alcohol content will be listed in the column to the right. To Each Their Own Flavor. ... "First, it is not truly non-alcoholic, it does contain a small amount of alcohol which alone could trigger a relapse for some." Even its meteoric rise over the past few months needs little parsing: Seltzer has been very popular for a while, and now this is seltzer that gets you drunk. Truly is the official hard seltzer of the National Hockey League. How can I find out the calories, carbs, sugar, and alcohol content of Truly Hard Seltzer®? As of this year, every major beer company has at least one hard seltzer on the market, as beer continues to lose market share in favor of less alcoholic, less caloric options. The new class of hard seltzer arose in 2013 with a brand aptly named SpikedSeltzer, when two men in Boston, inspired by their wives’ love of sparkling water, decided to home-brew an alcoholic version. At its most basic level, hard seltzer is seltzer with alcohol in it. Additionally, Truly reformulates its recipes, recently announcing the revamp of 13 labels. It is classed as a depressant, meaning that it slows down vital functions—resulting in slurred speech, unsteady movement, disturbed perceptions and an inability to react quickly. Wasn’t it supposed to be a hot girl summer? At the same time, more Americans were giving up soda, and waiting for them on the other side was flavored seltzer, which didn’t have the sugary sweetness or the calories that came with it. It contains no gluten, liquor or spirits. It’s one of the most accessible ways to get a buzz, while also carrying a veneer of something a little bit fancy. as much as i wanted to be all “i don’t know you” i had to raise my lime claw and agree that it is indeed, white claw summer. Every day at Vox, we aim to answer your most important questions and provide you, and our audience around the world, with information that empowers you through understanding. For example, he waters a plant with a light beer, and polishes a chair with Scotch. However, ethanol also has harmful effects on the body. It's crisp & clean like seltzer with 5% alc./vol., only 100 calories and 1g sugar. Ahmad Kiadaliri A, Jarl J, Gavriilidis G, Gerdtham UG. ), all with perfectly portable, Instagrammable cans. “This is not a fad,” Ricardo Marques, vice president of core and value brands at Anheuser-Busch, told CNN. And I fully acknowledge being basic when I drink them. The OG of the category, the alcohol in Spiked Seltzer comes from a cold fermentation of sugar that's then mixed with fruit oils. This story is part of a group of stories called. Truly is produced by Boston Beer, one of the country’s biggest craft brewers and creator of Samuel Adams beer. Truly is the most aromatic of the four featured brands, although its strong nose doesn’t always translate to flavor on the palate. Sales of hard seltzer have grown about 200 percent over the past year, with 164.3 percent of that growth occurring in July alone, according to Nielsen. Other brands like AB InBev’s Bon & Viv have also released draft versions. Industry experts and retail trend professionals have spoken to pretty much every publication about hard seltzer’s skyrocketing popularity. Likewise, JetBlue was the first and only commercial airline to serve the spiked sparkler. Which isn’t to say that smart branding by powerful beverage corporations has successfully solved gender inequality, of course. They’re also good mixers, I like adding tequila to mine.’”. By 2017, sales of seltzer had risen 42 percent over the previous five years, with no slowdown in sight. Hard seltzer became the drink of summer because it exists at the crossroads of a handful of current consumption trends. International Journal of Cancer 2017; 141(5):916-924. Truly markets itself as a sort of high-end mixer that won’t dilute your drink, so perhaps this discovery speaks to Truly’s powers as a mixer. There is always going to be a far more delicious way to get drunk: Hard seltzer is never truly enticing in the way a dry rosé with an ice cube in it next to a pool can be, nor as soul-hugging as a bready IPA in an air-conditioned brewery. At 5 percent alcohol by volume, the line uses no artificial flavors or sweeteners and contains alcohol made from cane sugar, the company says. The brand is a leader in the now-ubiquitous spiked seltzer category, with sales volumes tripling in 2018 and likely to triple again in 2019. According to people around you, alcohol can be both a medicinal liquid and venom that works slowly. Vox’s work is reaching more people than ever, but our distinctive brand of explanatory journalism takes resources. Both alcohol and the anticipation of alcohol may raise levels of a brain chemical called dopamine, which plays a role in feelings of elation and pleasure, according to the investigators. If I’m at a party now and someone offers me an IPA or a White Claw, I definitely take a White Claw … I do dude things and get stoked and all that. How did we get here? There’s a performative aspect of men’s somewhat ironic enthusiasm for hard seltzer, too: In doubling down on how much they love it, men get to embrace something they’re usually discouraged from enjoying. Consumers as well as competitors of Truly like to describe spiked seltzers as “vodka soda in a can.” It’s not. © 2014 - 2020 VinePair Inc. — Made In NYC, Next Round Live: What's Happening in the Drinks Industry Now, These Graphic Tees Will Help You Say Cheers in Other Languages, Best Practices: When Making a French 75, Good Bubbles Are Key, Sip Trip: Sicily, Crossroads of the World, The Differences Between Bitters, Tinctures, and Shrubs, Less Is More: Why Small-Format Wine Bottles Are Trending, 10 Things You Should Know About Cîroc Vodka, 10 Things You Should Know About Truly Hard Seltzer | VinePair, https://vinepair.com/articles/truly-hard-seltzer-guide/, wbs_cat Beer, wbs_type Hard Seltzer, wbs_brand Truly Hard Seltzer, flavored malt beverage, hard seltzer, spiked seltzer, Best Practices: When Making a French 75, Good Bubbles Are Key | VinePair, https://vinepair.com/articles/dos-donts-french-75-recipe/, wbs_cat Spirit, wbs_cat Wine, wbs_type Champagne, wbs_type Cognac, wbs_type Gin, bartender, cocktails, Cognac, gin, Sparkling Wine. (Laws about where you can buy alcohol vary by state; in New York, for instance, wine and spirits can only be purchased in liquor stores, and you can only buy beer at grocery and convenience stores. “It’s a drink for a more evolved bro, the type of man who isn’t afraid to talk about his macros or brew kombucha. What kind of alcohol is in Truly Hard Seltzer? But more than that, hard seltzer is something of an aesthetic movement, complete with its own kind of culture: There are catchphrases — “Ain’t no laws when you’re drinking Claws” — and memes (it’s a White Claw summer, baby! You can purchase berry or citrus Truly variety packs. Is it gluten free? For example, wine is made from the sugar in grapes, beer from the sugar in malted barley (a type of grain), cider from the sugar in apples, vodka from the sugar in potatoes, beets or other plants. Millions rely on Vox’s explainers to understand an increasingly chaotic world. … This has made it massively appealing among health-conscious buzz seekers. If there’s one thing people love more than hard seltzer, it is talking about how big hard seltzer is. White Claw is a flavored malt beverage (FMB). That’s about as good as it gets! But despite its just fine-ness, hard seltzer may have the most staying power out of all three: It’s cheap, it’s easy, and it has a sense of humor about itself, making it slightly more immune to derision. It’s water with bubbles that also has alcohol in it. Your financial contribution will not constitute a donation, but it will enable our staff to continue to offer free articles, videos, and podcasts to all who need them. Today, there are dozens of similar brands, from White Claw to Truly, Henry, Nauti, and Press. In 2019, “Spiked and Sparkling” was quietly swapped out for “Hard Seltzer,” likely because its competitors use that nomenclature. What Truly lacks in carbs it makes up for in flavors. The upward trajectory is expected to continue in 2020 and 2021. Calories aside, many millennials are trying to cut down on drinking or identify as “sober-curious,” leading to a rise in low- or zero-alcohol beverages, a category that’s expected to grow by 32 percent between 2018 and 2022. Incidentally, Truly Wild Berry was the preferred Truly flavor in a VinePair spiked seltzer ranking. And that’s not even including the kinds of alcohol that are essentially just dessert! Hard seltzer requires almost zero explanation. Hard seltzer is also not new. The alcohol in these brands comes from “cold-brewed sugar,” whereas most clear spirits are grain-fermented and result in a higher alcohol content. There are now nonalcoholic bars and even sober influencers, and, in short, a seemingly greater interest in making drinking less of a central role in social life. “This makes sense from a business perspective,” she writes. In every can or bottle, a fruit-flavored sparkler is waiting with just 100 calories, one gram of sugar, and 5 percent alcohol by volume (ABV). Yet Zima, despite strong sales and nearly half of American alcohol drinkers having tried it, was met largely with ridicule: David Letterman, for instance, made a habit of parodying it as a drink for effeminate weirdos. When Truly Hard Seltzer debuted in 2016, it’s safe to say no one saw what was coming. In an exploration of hard seltzer and gender for Eater, Amy McCarthy argues that instead of targeting the drink on the basis of sex, hard seltzer is selling a lifestyle — one that isn’t dependent on gender. Truly beats almost all hard seltzer competitors except one: White Claw. Truly Spiked & Sparkling contains alcohol made from cane sugar. But it’s a beverage whose existence makes so much sense for so many reasons, and feels so perfectly positioned in this particular period of time, that it has helped define what exactly this period is. This type of alcohol is produced by the fermentation of yeast, sugars, and starches. But seltzer continues to be a drink favored in office refrigerators for its better-for-you blandness and ability to be shorthand for an identity (are you a pamplemousse person or a peach-pear?). As one 30-year-old advertising creative in Brooklyn told W Magazine, she loves hard seltzer because “they go down super easily and then suddenly I’m drunk. What that alcohol is made out of can differ — usually it’s just fermented cane sugar with added fruit flavors, but sometimes, like other “flavored malt beverages” such as Bud Light’s Lime-A-Ritas, it uses malted barley. However, as per our research, both statements can be true. For centuries, people have consumed ethanol-based drinks, such as beer and wine, to change the way that they feel. And the fact that it’s lightly flavored makes it a perfect mixer come holiday season (so far, there is no pumpkin spice hard seltzer, but Bon & Viv does have a cranberry flavor). “‘Wellness’ is for financially secure people with time to spare — on their skin, on their bodies, and on their diets.”. UBS analyst estimating to Business Insider, Boston, inspired by their wives’ love of sparkling water, decided to home-brew an alcoholic version, Bud Light and Corona came out with seltzer-adjacent lighter, fruitier versions of its flagship beverages, LaCroix became a strange kind of status symbol, Letter of Recommendation about LaCroix in the New York Times, Portland, Maine police department had to issue a statement on Twitter. Truly debuted in April 2016 as Truly Spiked and Sparkling, a brand it retained for nearly three years. It is difficult to overestimate the hugeness of hard seltzer to people who study the business of alcohol, but here are some exact figures: Hard seltzer is currently a $550 million business and is projected to keep growing, with one UBS analyst estimating to Business Insider that it could be worth $2.5 billion by 2021. Though the founders told MarketWatch that when they originally tried to sell their product, retailers were in “total confusion” about what to do with it, they eventually sold more than a quarter-million cases in 2015, and by 2016, it had been acquired by Anheuser-Busch (SpikedSeltzer has since rebranded as Bon & Viv). The major seltzer brands have seized on this perceived niche with marketing that presents hard seltzer as a middle ground between various, “too extreme” ends of the alcohol spectrum. Half of those sales are concentrated on a single brand: White Claw, which is owned by Mark Anthony Brands, the owner of Mike’s Hard Lemonade. It and … And when it launched, the beverage was available in not-as-convenient glass bottles, sold as six-packs. In consuming a historically feminine-coded beverage, straight men often will counter it with hypermasculine language (the tagline, “No laws when you’re drinking Claws,” which comes from a YouTube parody of a bro who’s obsessed with hard seltzer, is an example — although the Portland, Maine police department had to issue a statement on Twitter that laws do, in fact, still apply while drinking Claws). As one self-identified bro told Business Insider, White Claw is “ridiculously good. ), A post shared by White Claw (@whiteclaw) on Jul 14, 2016 at 3:25pm PDT. Hard seltzer mimics the flavors drinkers already know and love, like black cherry, raspberry, and lime. Alcohol may have caused you to trouble with confusing thoughts. So what’s the difference between a beverage like Boston’s Truly Spiked & Sparkling, Connecticut’s SpikedSeltzer or Chicago’s White Claw and simply pouring seltzer over vodka on the rocks? But marketers are now touting low-ABV beverages as healthy enough to use as a workout recovery tool, or as compliant with trendy diets like keto or Paleo. You can love hard seltzer for its portability and novelty, but no one really loves hard seltzer for the way it tastes. To be fair, it’s not only hard seltzer that’s benefiting from its canned-ness; canned wine has been an increasingly popular choice over the past few years, and ready-to-drink cocktails in Instagram-friendly cans like Mezzo Spritz and Pampelonne are all over grocery store aisles. It truly depends on the “alcohol content of beer.” “Cheers to healthy alcohol consumption next time.” Truly Hard Seltzer is crafted with simple, naturally gluten-free ingredients and contains alcohol made from cane sugar. 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