Over the past decade, malt-based canned drinks like White Claws have grown exponentially in popularity in the U.S. But by 2022, White Claw hard seltzer sales had peaked as the market became highly saturated. Now, canned cocktails are on the rise as brands like High Noon, Nutrl and Cutwater control a large portion of the $2.8 billion dollar industry. Between 2021 and 2023, spirit-based drinks doubled their market share in the U.S ready-to-drink market. Watch the video to find out why conglomerates like Coca-Cola, Molson Coors and Anheuser-Busch InBev have entered the canned cocktail market, too.
Chapters:
0:00 Introduction
1:35 Chapter 1 – Rise of ready-to-drink
4:35 Chapter 2 – Non-traditional players
10:20 Chapter 3 – Competitive Landscape
Produced, Shot, and Edited by: Ryan Baker
Additional Editing by: Darren Geeter, Andrea Miller
Animation by: Christina Locopo
Production Support: Jordan Smith
Senior Managing Producer: Tala Hadavi
Additional Footage: Getty, The Coca-Cola Company
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Why Americans Are Obsessed With Canned Cocktails Like High Noon
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