The consumer profile of hard seltzer can be described as primarily young, with 68% of drinkers being under the age of 44. This suggests that hard seltzer is particularly popular among millennials and Gen Z individuals. It is worth noting that the younger generation tends to be more open to trying new and innovative products, which may explain the appeal of hard seltzer to this demographic.
In terms of gender, 54% of hard seltzer drinkers are female. This indicates that there is a relatively equal split between male and female consumers, although women hold a slight majority. This gender balance may be influenced by the light and refreshing nature of hard seltzer, which can appeal to individuals seeking a low-calorie and low-sugar alternative to other alcoholic beverages.
Additionally, the consumer profile of hard seltzer is characterized by affluence, with 49% of drinkers having a household income of over $100,000+. This suggests that hard seltzer is particularly popular among those with higher disposable incomes. The affluent demographic may be drawn to the premium branding and marketing often associated with hard seltzer products, as well as the perceived health benefits compared to other alcoholic beverages.
It is important to consider that consumer profiles are not fixed and can vary depending on various factors such as geography, cultural preferences, and individual tastes. However, these general trends provide insight into the typical hard seltzer drinker.
Personal experiences can shed further light on the consumer profile of hard seltzer. As a sommelier and brewer, I have observed the rising popularity of hard seltzers among younger customers in my own experiences. I have witnessed an increasing number of millennials and Gen Z customers opting for hard seltzers as a refreshing and lighter alternative to traditional beer or cocktails. The appeal of the low-calorie and low-sugar content, combined with the wide range of flavors available, seems to resonate with this demographic.
The consumer profile of hard seltzer is predominantly young, with a slight majority of female drinkers. These individuals are often affluent, indicating a preference for premium products. However, it is important to note that consumer preferences can vary, and personal experiences may differ.