THE REFRESHING RISE: A HISTORY OF HARD SELTZERS

Crack Open the Secret: Why Did Hard Seltzers Become Popular?

Fancy seeing you here!

We know you're as much of a fan of Gullies as we are. We've managed to get this far by never forgetting where we come from. We wanted to take this opportunity to share the fascinating journey of hard seltzers with you. A journey that inevitably ends with a refreshing, cold can of Gullies in your hand.

Ever wondered how hard seltzers became the go-to drink for summer barbecues, beach days, and health fanatics? From a niche market to a cultural phenomenon, hard seltzers have taken the beverage world by storm. Let's dive into how this bubbly beverage has evolved over the years to become the drink of choice for the new generation.

Origins

Flavoured alcoholic drinks are nothing new, but hard seltzers are a different kettle of fish. It all started in 2013 with SpikedSeltzer, created by Nick Shields in Connecticut. Inspired by the growing trend of non-alcoholic seltzers and a shift toward healthier choices, Shields wanted to offer a refreshing, lighter alternative to beer and sugary cocktails. Nick Shields, who comes from a long line of brewers, saw a golden opportunity. People were looking for low-calorie drinks that didn't sacrifice the fun of drinking. So, he crafted SpikedSeltzer using natural fruit flavours and a simple fermentation process with sugar instead of malt or grains. The result? A gluten-free, low-calorie, and super refreshing drink that quickly won people over.

Before hard seltzers, there were malt beverages like wine coolers and alcopops (think Smirnoff Ice and Mike's Hard Lemonade) that paved the way. These drinks, popular in the 80s and 90s, introduced the idea of flavoured, lower-alcohol options for those wanting something different from beer and traditional spirits. Wine coolers made a splash in the 80s, appealing to younger drinkers with their sweet, fruity flavours. They were easy to drink and perfect for casual sipping. Then came alcopops in the 90s and early 2000s, with their sweet, colourful drinks that offered a lighter alcohol content. These drinks showed that there was a market for tasty, lower-alcohol beverages. While these early malt drinks set the stage, they also had their issues, like being too sweet for some or not fitting with the health-conscious trend. Hard seltzers took note and focused on natural flavours, lower sugar content, and a healthier image, appealing to a broader audience.

Market Boom and Growth

The hard seltzer boom really took off with the launch of White Claw by Mark Anthony Brands and Truly by Boston Beer Company in 2016. These brands quickly became market leaders thanks to their upscale branding, smart marketing, and positioning as a healthier, lower-calorie option compared to other alcoholic drinks. White Claw nailed it with their marketing. They didn't just sell a drink; they sold a lifestyle that resonated with millennials and Gen Z. Themes of freedom, relaxation, and fun were front and center, making the drink a guilt-free indulgence. The slogan "Ain't no laws when you're drinking Claws" went viral, cementing White Claw's place in popular culture. The summer of 2019, famously known as "White Claw Summer," saw the brand become a cultural icon. Social media exploded with memes, hashtags, and viral videos celebrating the fizzy drink. This strong buzz spread by word-of-mouth, combined with clever marketing, made hard seltzers a staple in modern culture. 

Brands also sponsor events, music festivals, and sports, linking themselves to active, social, and youthful lifestyles. This strategy has boosted visibility and created positive associations with fun and relaxation.

Market Expansion and Diversification

As hard seltzers gained popularity, more brands and flavours hit the market. Big beverage companies like Anheuser-Busch with Bon & Viv and Bud Light Seltzer, and Molson Coors with Vizzy and Coors Seltzer, jumped on the bandwagon. These big players brought serious marketing power and distribution channels, pushing the hard seltzer trend even further.

Craft breweries and independent brands also joined in, offering unique takes on hard seltzers with innovative flavours and ingredients. Some craft brewers added local fruit flavours, botanical infusions, and even hops, appealing to a niche audience that values craftsmanship and quality.

Gullies: A New Wave in Hard Seltzers

Gullies burst onto the hard seltzer scene in 2022, introducing innovative flavours that had never been seen before. With a focus on offering delicious, healthy alternatives to traditional alcoholic drinks, Gullies quickly made an impact. Despite being a newcomer, they've already started to scale considerably, selling out at festivals and earning a prestigious Great Taste award in 2024 for their Raspberry and Mint flavour. With their unique flavour combinations and a brand ethos that encourages taking a can of Gullies wherever you go, they've rapidly become a hit with the new generation.

From their humble beginnings to becoming a cultural phenomenon, hard seltzers have shaken up the beverage industry. Their rise reflects broader trends toward health, wellness, and convenience. As we look ahead, one thing is clear: the refreshing fizz of hard seltzers is here to stay. What’s your favorite hard seltzer flavour? Share your thoughts and join the conversation!