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BEVERAGE ISSUE
Want to See a SPIKE IN SALES? Hard Seltzers May Be Able To Help ard Seltzer has seen amazing growth since its introduction just a few short years ago. In 2018, there were 10 products on the market. That number today exceeds 100. With a seemingly endless variety of flavors and also while positioning itself as an alternative to spirits and beer, it would seem that the decision to carry those products in your establishment would be an easy one. At its core, hard, or spiked, seltzer is a mix of carbonated water, fruit flavoring and alcohol. It is typically served in cans. But there are yet a few facts that may influence your decision to take on these products. With many guests searching for healthier alternatives — both food and beverages — it is important to note that hard seltzers are low in calories, contain very little sugar and often have far fewer additives than other traditional alcoholic options. This has been a significant reason for their surge in popularity. They also contain less alcohol by volume than many, if not most, of the beers that are currently on the market. As with any new product, there has to be an analysis of existing offerings to see if it makes sense to add another potential item to your inventory. However, is it wise to dismiss this as a trend and continue with the status quo? We cannot forget that there have been other attempts to introduce low alcoholic beverages into the market. If you are reading this and you remember wine coolers, then you may long for the days of a cool refreshing Zima. Based on the short life of that product, not that many people shared your enthusiasm. Part of the lessons learned from that initial attempt to offer an alternative to malted beverages was that the product was marketed primarily to women and that
alienated many of their potential male customers. Today’s products are marketed to appeal to a wide range of consumers and the advertising seems to focus on the appeal of hard seltzers to just about everyone of legal drinking age. There is still the issue of deciding if this product matches with your company. Will your existing customers be as quick to embrace this offering as newer, younger consumers have? Danielle Rosse, Owner of Oceans 234 in Deerfield Beach and a former President of the Florida Restaurant & Lodging Association’s Broward Chapter, admitted that she was reluctant to add the products to her restaurant. With some persuasion from her staff and finally relenting, she added a hard seltzer on tap, saying “my guests absolutely love the option.” Eric Haseman, General Manager for the Delaware North hospitality company’s Fort Lauderdale and Hollywood Airport location and the outgoing Chapter President of the FRLA Broward Chapter agreed, saying “they have created a new market. The brands we carry are some of our most popular options for our customers.” We are always careful when deciding to add products to our menu. It does not matter if it is food or beverages; we have to weigh a number of factors before we make the decision. Ultimately, you may decide that these new alternatives are just not a good fit. One thing is for sure, they are not going away. In the case of Oceans 234, as well as many other establishments, the eventual addition of these light and refreshing beverages may end up providing a new revenue stream that you would never have considered just a few short years ago.
References: 1.) Dargan, M. (2021, July 25). 5 Surprising Hard Seltzer Nutrition Facts You Should Know. Retrieved from Loki & Company: https://www.lokidrinks.com/post/hard-seltzer-nutrition-facts. 2.) Gray, J., & Goldfine, J. (2021, march 23). How hard seltzer became the alcohol industry’s party trick. Retrieved from Business of Business: https://www.businessofbusiness.com/ articles/history-of-hard-seltzer-white-claw-truly-bud-light-cacti-comparison-travis-scott-constellation. 3.) Lin, M. (2021, February 17). Hard Seltzer Industry: Unlikely to Fizzle Out. Retrieved from Toptal: https://www.toptal.com/finance/market-researchanalysts/hard-seltzer-industry
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SUMMER 2022
FLORIDA RESTAUR ANT & LOD GING A S SO CIATION
PHOTO BY ELENA RUI / ISTOCK / GETTY IMAGES PLUS
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by J.B. WARD, FLORIDA ATLANTIC UNIVERSITY
