State booze makers fall hard for seltzer They’re catering to Texas palates

The rise of hard seltzer is the beverage world’s biggest success story in the past decade — and Texas booze producers are taking notice.

Hard seltzer, or spiked seltzer, is essentially bubbly water with alcohol, typically fermented cane sugar or malted barley, plus fruit flavoring. It often has less alcohol than beer, at 4 percent to 6 percent ABV, catering to a more health-conscious crowd. Many brands also advertise their drinks’ low calorie and carbohydrate count.

In June 2020, Nielsen reported that the hard seltzer market had recorded $2.7 billion in sales in the past 12 months. The category then had its strongest sales week ever that July 4.

Nielsen states there were just 10 hard-seltzer brands on the market at the beginning of 2018. Nowadays, it seems all your favorite brands are announcing their own versions.

In January, AnheuserBusch InBev’s Karbach Brewing launched a very Texan hard seltzer that the team had been working on for two years. The Karbach Ranch Water is made with a gluten-free alcohol base, lime juice and blue agave. Other hard-seltzer brands in the state have emulated the tequila-based cocktail in recent years, including Shotgun Spike Seltzer, Ranch Rider Spirits and Lone River Beverage Co.

Saint Arnold became the latest Texas brewery to hop on the hard-seltzer train. Superfine, released in March, comes in four flavors: Mimosa Morning, Berry Lounge, Sangria Sunset and Lemon Drop.

The bigwigs of Texas beer are not sitting this one out either. Spoetzl Brewery, the maker of Shiner Beer, debuted Shiner Straight Shooter in wild cherry, mango, lemonade, and grapefruit and lime last August. Lone Star Agave Seltzers, in lime and watermelon flavors, hit shelves earlier this month.

Mexico-made Texas favorite Topo Chico, now owned by the Coca-Cola Co., made waves last year with its announcement of an upcoming hard seltzer. It became available this March, also in four flavors: Tangy Lemon Lime, Tropical Mango, Strawberry Guava and Exotic Pineapple.

Meanwhile, leading national brands White

Claw and Truly — which still accounted for 75 percent of the hard-seltzer market in 2020, according to Nielsen — are innovating by coming somewhat full circle. Despite the category’s initial push toward a lower-ABV beverage, both companies recently announced higher-alcohol versions, at 8 percent. Enter White Claw Surge and Truly Extra Hard Seltzer.

Whether nationally or in Texas, hard seltzer is one to watch.