Springtime or Summertime, It’s All Coming Up Spiked Seltzer Time By Renee Lee Wege, Datassential
56
Ask someone what White Claw is, and they’ll probably know the answer — they may even cite some memes (“Claw is the Law,” anyone?). If you’d asked someone about White Claw or the myriad spiked seltzers just a year or two ago, though, you’d have likely been met by cricket chirps. Although seltzers have been around for a while (just think of the LaCroix craze), following on the heels of sparkling water is spiked seltzer, which has become a summertime phenomenon. Many media sources dubbed last summer, for instance, as “the summer of White Claw,” since it was essentially the poster child of refreshing drinks. And in fact, according to Datassential’s MenuTrends tool, which tracks thousands of U.S. and global menus, spiked seltzers seemingly came out of nowhere. Right now, spiked seltzers are on 1 percent of menus, which may not seem earthshattering but is significant given it wasn’t on any menus circa 2016 (plus, spiked seltzers have been largely a retail trend). In our recent fall 2019 issue of TIPS, we found that 55 percent of consumers are aware of spiked seltzers and over a third say they’re likely to purchase them at retail or a restaurant. in the Mix Magazine
