Why are hard seltzers the new bro drink?
17 Sep 2019
Why are hard seltzers the new bro drink?

Sales of “spiked” or “hard” seltzers are on the up across the States, spawning memes and sayings that have become synonymous with stereotypical bro culture. Why have these canned fruity beverages captured the enthusiasm – and loyalty – of Gen Y men? And are they here to stay?

Jonathan Deutsch

Jonathan Deutsch is professor of culinary arts and food science at Drexel University where he oversees the Drexel Food Lab. He has written and edited a number of books including 'Gastropolis: Food and Culture in New York City', which he co-edited.

Adam Teeter

Adam Teeter is co-founder and CEO of New York-based VinePair, a digital media company specializing in wine, beer, and spirits.

Miranda Bryant

Miranda Bryant is a writer based in New York.