USA: Two Hard Seltzer brands outsell Heineken

Mark Anthony BrandsWhite Claw and Boston Beer’s Truly Hard Seltzer brand family both have outsold the Heineken brand family at major retail chains, grocery outlets and convenience stores in the United States year-to-date according to new data released by market research firm IRI.

The data which includes sales data through August 9, lists the 25 best-selling brand families in the US, thereof eight brand families that have already surpassed the 1 billion dollar mark.

These include:

  • Bud from AB InBev (USD 4.43 billion);
  • Michelob from AB InBev (USD 1.884 billion),;
  • Modelo from Constellation Brands (USD 1.7 billion);
  • Corona from Constellation Brands (USD 1.684 billion);
  • Coors from Molson Coors (USD 1.64 billion);
  • Miller from Molson Coors (USD 1.366 billion);
  • White Claw from Mark Anthony Brands  (USD 1.186 billion);
  • Busch from AB InBev (USD 1.007 billion).

Boston Beer’s Truly Hard Seltzer follows on rank 10 still outselling the Heineken brand family which follows behind. Bud Light Seltzer, another hard seltzer brand family cracked for the first time the top 25 brand families list and ended up on rank 23.

Despite off-premise sales for most of the biggest beer brands picked up during the corona pandemic and the total beer category sales have increased 16.8% year-to-date to nearly USD 26.5 billion, only the flavored malt beverage (FMB) segment, which includes hard seltzers in IRI data, could gain notably in the share of the whole market.

While FMB was gaining 5.58 share points, domestic premium and domestic sub premium segments lost 3.3 points and 1.6 points, respectively and were the biggest share losers. The craft beer segment, which is represent for example through Yuengling on rank 20 and Sierra Nevada on rank 24 was fairly steady in terms of its share of all segments. However, the Pabst family and New Belgium Brewing fell off the top 25 list already earlier this year.

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