As Americans look forward to a summer of more relaxed socializing, industry experts predict a further boom in the already explosive hard seltzer market. Existing non-alcoholic brands can easily expand on customer loyalty by offering this low-alcohol option for relaxed socializing.

Beavertown Brewery has rolled out a hard seltzer called Ghost that’s vegan, gluten-free, and low in calories. The brewer’s move demonstrates how brands are pivoting to respond to more health-conscious drinking behaviours and changing audience needs while continuing to diversify portfolios.

Motivated by health and wellness, and turned off by an old-fashioned binge drinking culture, Gen Yers are drinking less and on the lookout for drinks that provide a buzz, but don’t leave any regrets the next day.

The pandemic super-charged Americans’ interest in functional drinks as fears of contracting COVID-19 prompted many to seek simple ways of taking control of their health. But what specific functionalities are they looking for, and which new beverage categories best respond to their needs?