BY KYLE SWARTZ

Before the pandemic , craft enjoyed rapid growth , fueled by consumer experimentation and a breakout in the taproom model . Then Covid closed on-premise .

Panicking , consumers stocked up on familiar brands . No longer browsing retail aisles or hanging out at bars and taprooms , people experimented significantly less . Craft got crushed , while macro brands benefited . Athome mixology also picked up , while hard seltzer and ready-to-drink beverages spiked meteorically . Consumer preferences have changed , and have so far not reverted back to pre-Covid .

Elsewhere , the health crisis coincided with a nutritional lifestyle movement that was already booming . This drove even more consumers towards “ healthier ” alcoholic beverages — lighter , with lower ABV . The category is very different now than in 2019 . Our 2022 Beer Growth Brands Awards reflect the altered landscape .

RTDS AND SELTZERS Among the most dominant trends from the past few years is the rapid growth of RTDs . Hardly a category even five years ago , now these products have captured consumer attention . A large reason why is premiumization . RTDs are no longer the sugary , low-quality stuff of bottom shelves . For example : Best New Products Growth Brands Award-winner Deep Eddy Vodka & Soda .

“ These spirits-based seltzer products are increasing their share of the category , and often act as a trade-up alternative to the plethora of lower-priced and malt-based options ,” says Hannah Venhoff , vice president , Deep Eddy Vodka . “ From a spirits perspective , vodka has a more natural integration into the canned cocktail space , given how it ’ s consumed , as a vodka soda or with another mixer . It is light and refreshing , like some of the most popular canned cocktails on the market .” To-date , it ’ s sold 124,000 cases , “ almost doubling our launch year total in two months ,” she adds .

First launched in July 2021 , Deep Eddy ’ s RTDs are 4.5 % ABV and 120 calories . They combine real vodka with real juice .

It ’ s this use of real , all-natural products that has helped spur growth for RTDs , rather than the category falling off a cliff like the pre-pandemic flashes of hard sodas and cider .

“ For Deep Eddy , we are still learning about our consumers , whether they ’ re new to the brand or have been brand fans , and are now grabbing a more convenient solution for their drinking occasion ,” says Venhoff . “ There will be a lot to come in way of RTD research as new entrants and

www . beveragedynamics . com September / October 2022 • Beverage Dynamics 17