For many years, light lager was the top-selling beer category among U.S. consumers, accounting for 22% of beer share on Drizly in 2019. But in just the past two years, that has shifted.
As hard seltzer — which takes light lager’s selling points and goes even further, offering lower calories, lower carbs, and a lighter, easier-drinking flavor — has exploded, more consumers have shifted away from light lager, Drizly notes. Hard seltzer first overtook Drizly’s beer category (which includes beer, seltzer, and cider) as the top-selling subcategory in July 2019, and it has held that spot in the years since.
“It is impossible to ignore the impact that hard seltzer’s rise to prominence over the past few years has had on the light lager category,” says Liz Paquette, Drizly’s head of consumer insights.
In 2021 to date, light lager holds 19% of beer share and is the second-largest beer subcategory after hard seltzer. While that is up from last year’s share over the same time period (18%), it is down three percentage points from the same time period in 2019.
Over the past two years, a slew of major light lager brands, such as Bud Light, Corona and Coors, have launched their own hard seltzers to remain competitive. “This has caused some fans of the brands to shift from light lager to hard seltzer purchases,” says Paquette.
Light lager sales also tend to be fairly seasonal, gaining share in the summer, so it remains essential for retailers to stock during warm weather months. In 2020, light lager share peaked in July at 18 percent share of the beer category.
Drizly’s list of its top-selling light lagers is hardly a surprise:
- Bud Light
- Coors Light American Lager Beer
- Miller Lite Lager Beer
- Corona Extra Mexican Lager Beer
- Michelob Ultra
- Corona Light Mexican Lager Light Beer
- Corona Premier Mexican Lager Light Beer
- Bud Light Platinum
- Busch Light
- Natural Light
But the two fastest-growing light lagers on Drizly are inspired by Mexican flavors, while Karbach Lil’ Chela mimics a Mexican light lager and DC Brau Tuk Tuk Lager is inspired by an Asian light beer.