Hard seltzer’s bursting bubble hit Boston Beer (NYSE:SAM) harder than most because it went in on the trend more than anyone.
Even though its Truly brand continues to grow faster than the overall market, taking share from rivals, because growth rates have fallen sharply from the triple-digit expansion previously enjoyed, seltzer sales may soon turn negative.
Although the beverage is not going away, hard seltzer could become just a niche, seasonal drink, a development that jeopardizes the billions of dollars spent by brewers on production capacity. Consumer surveys, however, indicate the beverage could be saved by cannabis.
