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Craft Beer Times | Craft beer consumption declines in Minnesota as seltzers and canned drinks gain popularity: Axios

Craft beer consumption declines in Minnesota as seltzers and canned drinks gain popularity: Axios

Craft beer consumption declines in Minnesota as seltzers and canned drinks gain popularity: Axios

Changing Tastes in Minnesota

In recent years, the drinking preferences of Minnesotans have seen a notable shift. While craft beer was once the drink of choice among many, it seems that the tides are turning. Minnesotans are now opting for refreshing alternatives such as seltzers, canned cocktails, and ready-to-drink beverages.

The Rise of Seltzers

One of the standout trends in the beverage industry has been the exponential growth of hard seltzers. These fizzy, low-calorie drinks have gained immense popularity, attracting consumers who are looking for a lighter option without sacrificing flavor. Minnesotans, known for their love of outdoor activities, have embraced these refreshing beverages that perfectly complement their active lifestyles.

Canned Cocktails for Convenience

Another significant contributor to the changing preferences in Minnesota is the surge in popularity of canned cocktails. These pre-mixed concoctions offer the convenience of a crafted cocktail in a portable package. Whether it’s a Moscow Mule, Margarita, or Negroni, Minnesotans can now enjoy their favorite cocktail flavors without the hassle of mixing ingredients or going to a bar. With the growing range of flavors and quality offerings available, canned cocktails have found a special place in the hearts of many Minnesotan drinkers.

Ready-to-Drink Beverages on the Rise

In addition to seltzers and canned cocktails, the market for ready-to-drink (RTD) beverages has also witnessed a surge. RTD beverages come in various forms, including pre-mixed cocktails, hard teas, and even spirits blended with soda. This category appeals to consumers seeking convenience, as these drinks are easily enjoyed straight from the can. With a wide variety of flavors and alcohol content options to choose from, Minnesotans are finding RTD beverages to be a perfect fit for casual get-togethers, picnics, and other outdoor activities.

Factors Influencing the Shift

Several factors have contributed to the changing preferences among Minnesotan drinkers. One significant factor is the broader national trend toward health-consciousness and mindful consumption. Many individuals are now more mindful of their alcohol intake and are looking for lighter alternatives that don’t compromise on taste. Seltzers, canned cocktails, and RTD beverages often have lower calorie counts compared to traditional craft beers, making them a more attractive option for those watching their waistlines without sacrificing flavor.

The Influence of Marketing and Social Media

Influencer marketing and social media platforms have also played a crucial role in shaping the drinking habits of Minnesotans. The rise of visually appealing content and viral trends related to seltzers, canned cocktails, and RTD beverages has piqued the interest and curiosity of consumers. People are drawn to trying new and trendy drinks that they see being enjoyed by others online, further fueling the popularity and adoption of these alternative beverage choices.

Changing Landscape of Local Breweries

While craft beer still maintains a strong presence in Minnesota, even local breweries have recognized the need to adapt to changing consumer preferences. Many craft breweries have started producing their own versions of hard seltzers and canned cocktails to meet the demand of their customers. By diversifying their offerings, these breweries have managed to stay relevant and cater to a wider audience, allowing them to sustain their business in a shifting market.

The Future of Drinking in Minnesota

As the landscape of Minnesota’s beverage preferences continues to evolve, it is clear that the days of craft beer dominance are fading. Seltzers, canned cocktails, and RTD beverages have carved out a niche and are here to stay. However, this does not mean that craft beer will disappear entirely. It will likely remain a staple for many Minnesotans who appreciate the time-honored tradition of brewing and the unique flavors it offers.

In conclusion, the drinking habits of Minnesotans are undergoing a transformation. The rise of seltzers, canned cocktails, and RTD beverages reflects a broader shift in consumer preferences toward lighter and more convenient options. Factors such as health-consciousness, social media influence, and the adaptability of local breweries have all played a role in this transition. It will be fascinating to see how the beverage landscape in Minnesota continues to evolve, ensuring that there is always something to quench the thirst of the region’s drinkers.


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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