Europe Hard Seltzer Market Forecast to 2028 - COVID-19 Impact and Regional Analysis By Flavor (Citrus Fruits, Berries, Tropical Fruits, and Others), Packaging Type (Bottles and Cans), and Distribution Channel (Supermarkets and Hypermarkets, Specialty Stor

Europe Hard Seltzer Market Forecast to 2028 - COVID-19 Impact and Regional Analysis By Flavor (Citrus Fruits, Berries, Tropical Fruits, and Others), Packaging Type (Bottles and Cans), and Distribution Channel (Supermarkets and Hypermarkets, Specialty Stores, Online Retail, and Others)

The Europe hard seltzers market is expected to grow from US$ 258.08 million in 2021 to US$ 452.10 million by 2028; it is estimated to grow at a CAGR of 8.3% from 2021 to 2028.

Social media is strongly influencing the lifestyle of people. With the rising number of social media users across the globe, manufacturers of hard seltzers are promoting their products on social media platforms, such as Instagram and Facebook, to increase brand recognition and customer reach. For instance, truly (a popular hard seltzers brand) teamed up with GLAAD (a nonprofit organization) and launched a social media and out-of-home (OOH) advertising campaign in May 2020. The campaign encouraged customers to upload the images of themselves celebrating pride with a can of Truly’s hard seltzers using the “#Truly Pride” on social media platforms to show support for the LGBTQ community. Moreover, the same company launched the “No One is Just One Flavor” campaign in May 2021 to promote new flavors of beverages by collaborating with the Grammy Award-winner and pop singer Dua Lipa. This campaign was channeled through out-of-home (OOH), digital, and social media marketing. As a part of the campaign, “Instagram-worthy” outdoor activations were held in countries in this region, where hard seltzers drinkers were invited to showcase their distinctive personalities. The campaign also included a point-of-sale counter with prize giveaways and a live-streaming concert. The campaign reflected positive results and led to an increase in the brand's popularity among a wide range of consumer groups. Furthermore, in 2019, during summer, many social-media users generated memes, videos, and photos about hard seltzers, and the content went viral on Instagram along with the caption “Ain’t No Laws While Drinking Claws.” This trend offered a huge popularity to White Claw’s hard seltzers. Therefore, social media campaigns by prominent market players and campaign’s influence on people are major factors expected to boost the growth of the hard seltzers market in future.

In Europe, France, the UK, and Italy are among the worst-hit countries due to the COVID-19 pandemic. These countries suffered from economic downfall due to restrictions on industrial activities because of the lockdowns and border restrictions. The food & beverage industry across the region also suffered from significant losses as the manufacturing units were mandated to remain shut, which created supply shortages. However, the sales of ready-to-drink (RTD) beverages surged in various countries, such as the UK, France, and Italy, as people stayed inside their homes, which had a positive impact on the demand for hard seltzers across the region. The crisis adversely affected the manufacturing sector in the region due to a restricted supply chain, raw material shortage, and shutdown of manufacturing units. In addition, the overall disruptions in manufacturing processes and research and development activities restrained new developments in the hard seltzer market. However, due to the in-home consumption trend and RTD packaging of hard seltzer, the product demand remained significant even during the lockdowns. Moreover, due to the strong foothold of e-commerce platforms in the region, the market witnessed growth.

With the new features and technologies, vendors can attract new customers and expand their footprints in emerging markets. Thus, the Europe hard seltzers market is expected to grow at a good CAGR during the forecast period.

Europe Hard Seltzers Market Revenue and Forecast to 2028 (US$ Million)

Europe Hard Seltzers Market Segmentation

By Flavors Type

Citrus Fruits Berries Tropical Fruits Others By Packaging Type

Bottles Can By Distribution Channel

Supermarkets and Hypermarkets Specialty Stores Online Retail Others

By Country

Europe Germany France Italy UK Rest of Europe Companies Mentioned -

Anheuser-Busch In Bev, Constellation Brands, Inc. Kopparberg Bryggerier Mark Anthony Brands International Molson Coors Beverage Company Heineken N.V.

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