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Craft Beer Times | Beverage Market: Twisted Tea Takes the Lead, Hard Seltzers Decline, and Variety Packs Rise

Beverage Market: Twisted Tea Takes the Lead, Hard Seltzers Decline, and Variety Packs Rise

Beverage Market: Twisted Tea Takes the Lead, Hard Seltzers Decline, and Variety Packs Rise

The State of Beverage Industry: A Look at the Trends

Twisted Tea Dominates the Market

When it comes to alcoholic beverages, Twisted Tea has been dominating the market for the past few years. The hard iced tea brand has been steadily growing its share of the market and is now the top-selling flavored malt beverage in the United States.

Twisted Tea’s success can be attributed to its unique flavor profile, which combines the sweetness of tea with the refreshing, carbonated taste of beer. Additionally, the brand’s marketing campaigns have been successful in targeting the millennial demographic, who are looking for something different from the traditional beer offerings.

Hard Seltzers Lose More Share

While hard seltzers, such as White Claw and Truly, created a buzz in the beverage industry last year, their novelty seems to have worn off, and they are losing market share. Hard seltzer sales have taken a hit from the ongoing pandemic, as people are drinking less alcohol overall and opting for healthier options.

The hard seltzer brands that were quick to adapt and introduce new flavors and styles in response to customer feedback have been able to maintain a more stable market share. But overall, the trend suggests that the hard seltzer market may have peaked and is unlikely to grow significantly in the coming years.

Singles and Variety Packs Chip Away at 4- and 6-Packs

Traditionally, beer is sold in 4- and 6-packs, but increasingly consumers are turning towards singles and variety packs. The trend started with craft breweries, where customers were looking to try out different flavors and styles. With the rise of hard seltzers and other flavored malt beverages, this trend has become even more pronounced.

As beer, wine, and spirits companies try to adapt to this changing market, they are turning towards variety packs themselves. These packs typically feature a range of flavors and styles, giving customers the opportunity to try out different products in a convenient and cost-effective way. Singles also offer a great way to experiment with new products without having to commit to a 4 or 6-pack.


The beverage industry is in a state of flux, with traditional brands losing out to newer, trendier options. Twisted Tea has become the darling of the market, while hard seltzer brands are losing market share. The popularity of singles and variety packs is also on the rise, and it is a trend that companies are actively adapting to. Whether these trends will continue or not remains to be seen, but one thing is for sure – the beverage industry is always evolving.


Dustin is a writer about craft beer and a professional brewer in the city of Chicago. He has written for several magazines and has over a decade of experience in the beer industry. He is currently working on a book about the history of beer in Chicago.

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