An overcrowded hard seltzer category is slowing down growth, according to Boston Beer president and CEO Dave Burwick, reports Grocery Dive. Burwick shared that the company "overestimated the growth of the hard seltzer category in the second quarter and the demand for" its hard seltzer offering Truly, in a second quarter 2021 earnings statement.
Nearly every major brewer, including AB InBev, Heineken, and Molson Coors, has at least one hard seltzer product. Because of that, Burwick predicts that some brands will ultimately be discontinued.
"The problem is everything becomes the same … And I think a lot of those brands will be gone," he said. Full Story
Related: Hard Seltzer Line Pays Tribute to Asian Flavors, Foods; Category Spotlight: The Next Round.
Image: Boston Beer Co./Truly