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Rabobank’s global beverage team offers insights, analysis, and a bit of entertainment for your morning commute. Liquid Assets will help you tackle the latest trends, introduce you to industry leaders, and prepare you for what’s next in the beverage world.

Oct 15, 2019

Hard seltzer brands like White Claw and Truly have stormed onto the scene, injecting growth, excitement, and more than a little anxiety into the struggling US beer industry. Light and bubbly, and imminently 'sessionable,' hard seltzer has become a category unto itself. Its viral popularity offers big brewers an opportunity to draw female consumers away from the wine & spirits category – something they’ve struggled to achieve for decades. But, in order to do so, they face an unfamiliar challenge: Can they capture market share from 'big seltzer?'