The hard seltzer category shows signs of slowing down, despite strong predictions for a summer boom. People are struggling to differentiate between brands in the category after a clear rush to market, and relaxation of fears about stay-at-home orders have reduced pantry-loading panics.

In the US, sales of hard seltzers are in decline following diminishing year-on-year growth since their boom during lockdowns. A combination of fewer off-premises drinking occasions and the exodus of novelty-seeking consumers is shrinking consumption, but revealing the true lovers of the category.

As craft culture booms and people's drinking habits are transformed, many are looking to explore alternative beverages that fit their lifestyles. PRESS, a female-founded hard seltzer brand, is appealing to discerning Gen Yers through its unique flavors and premium positioning.

Britain’s drinking culture is transforming as the stigma surrounding alcohol abstinence fades and the price of a pint climbs ever higher. What are teetotallers and moderate drinkers choosing to consume in social situations? And how are pubs and bars keeping punters coming back?