If there’s a consistent theme in Drizly’s analysis of what’s growing, it’s health. Whether it’s nonalcoholic beer – the fastest growing beer subcategory last month among Drizly customers – or Vizzy, which has experienced growth among hard ciders by highlighting its antioxidant ingredient Vitamin C, consumers appear to want to drink well and drink healthy.
Nonalcoholic beer was the fastest growing beer category in April among Drizly customers. Athletic Brewing Co. led the sales gains for nonalcoholic beer and was among the three fastest growing beer brands last month, Drizly said.
Among wines, Cinsault experienced high growth from last year. It’s used in The Palm, a second wine from Whispering Angel.
Another fast-growing subcategory was anejo tequila. “Consumers are beginning to trade up and explore tequila subcategories beyond silver/blanco SKUs,” says Liz Paquette, Drizly’s head of consumer insights.
Continuing the health theme, consumers are reaching for lighter, fresher beverages as well as packaging suitable for outdoor socialization now that Spring is here, and they are adding on extras such as corkscrews and bottle openers
Within the wine category, red wine dropped from 32%t to 30% share from March to April, while rosé share increased from 6% to 8%. Whiskey lost two percentage points within the liquor category while vodka and tequila experienced share gains, and both IPA and cider lost one percentage point each within the beer category.
Hampton Water rosé was the top-selling wine brand year-over-year in April. Another single-serve RTD cocktail brand topped the list of spirits breakouts: Ranch Rider, a Texas-based brand known for the tequila-based Ranch Rider Ranch Water and Ranch Rider Paloma, as well as the vodka-based Ranch Rider Chilton.
Within the beer category, hard seltzer and hard alternatives led the pack. Vizzy has experienced growth within the crowded hard seltzer market by highlighting its antioxidant ingredient, vitamin C, which appeals to health-conscious consumers. Loverboy, founded by reality TV stars from the show Summer House, success has been driven by its hard iced teas, including a White Tea Peach, Hibiscus Pom, and Lemon Iced Tea.