Read the full report RTD Flavored Alcoholic Beverages and Hard Seltzers in the US
January 7, 2026 – Flavored alcoholic beverage are facing some headwinds struggling to grow the base, occasions and frequency in a culture where mindful drinking and reduction are the trend. After a meteoric rise, hard seltzers have plateaued despite their reduction and elimination of sugar, calories and carbs. Functional alternatives are stepping in with contemporary emotional benefits like relaxation that align with sought after emotional well-being needs.
While flavor exploration will always be in style, adventurous palates in the core users of Generation Z and Millennials mean that brands will always need to stay ahead of the trends to grow with a maturing younger drinker and their changing lifestyles.
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