Hard kombucha sales spiked in 2020 on Drizly, growing more than 2,000 percent and the number of SKUs offered on Drizly nearly tripled during the last year.
“The category’s positioning as a healthier alternative has played a big role in its success and will likely continue to attract new consumers,” according to Liz Paquette, director of consumer insights. In 2020, Drizly’s top-selling hard kombucha brands included (in order of largest sales share) JuneShine, Boochcraft, Flying Embers, NOVO Easy Kombucha, and Kombrewcha.
Within the hard lemonade category, longtime players Mike’s Hard and Mike’s Harder held the No. 1 and No. 2 positions on Drizly last year. However, new entrants such as Loyal 9 Sons of Liberty Lemonade (No. 3) and Crook & Marker (No. 5) gained popularity, suggesting that consumers are looking to try new brands beyond the big players. The growth in organic spiked lemonade Crook & Marker, may indicate consumer interest in natural products.
Likewise, category pioneer and longtime leader Twisted Tea took the No. 1 spot in Drizly’s 2020 top-selling hard tea ranking. However, newcomers like Lover Boy (No. 2) and Owl’s Brew Boozy Tea & Botanicals (No. 4) increased their share as consumers explored the category.
Looking Ahead
In the coming year, Paquette predicts that more brands will invest in the hard alternatives space—including the hard coffee and hard soda subcategories.
“We have seen signs of this movement in 2020 and 2021, with new product releases like Bud Light Seltzer Lemonade, Truly Iced Tea, and Strainge Beast Hard Kombucha by Sierra Nevada,” she says. “We also expect more craft offerings to emerge in the hard alternatives category, similar to the trend which has begun in the hard seltzer space.”
As for potential headwinds, Paquette says, “The aluminum can shortage may impact the hard alternatives category, as well as the broader hard seltzer and RTD categories, as the shortage persists through 2021—particularly in the craft space,” she notes. “This may lead to new formats being tested in the space like glass bottles, pouches, or cartons.”