Story perspectives

Non-carbonated drinks now fastest growing US alcohol category

5/25/2026

Summary

Story summary

Non-carbonated ready-to-drink alcoholic beverages became the fastest-growing U.S. alcohol category by 2024, overtaking carbonated hard seltzers.
In the 52 weeks to April 26, malt-based hard seltzer volume fell 1.1% while premixed cocktail volume rose 46.4%, led by Surfside, Sun Cruiser, BuzzBallz and Cutwater Spirits.
Executives attribute the shift to Gen Z’s wellness focus and aversion to carbonation, with Surfside’s 2022 launch targeting women who avoid bloating.

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Story summary

Non-carbonated ready-to-drink alcoholic beverages became the fastest-growing U.S. alcohol category by 2024, overtaking carbonated hard seltzers.
In the 52 weeks to April 26, malt-based hard seltzer volume fell 1.1% while premixed cocktail volume rose 46.4%, led by Surfside, Sun Cruiser, BuzzBallz and Cutwater Spirits.
Executives attribute the shift to Gen Z’s wellness focus and aversion to carbonation, with Surfside’s 2022 launch targeting women who avoid bloating.