Brewbound Podcast: Hard Seltzer, It’s Just Another Word for Innovation

Large beer and CPG companies are trading on the equity of their top brands to try to get a piece of the $3.49 billion hard seltzer segment.

The latest edition of the Brewbound Podcast brings together industry experts to discuss new introductions from Anheuser-Busch InBev (Michelob Ultra Organic Seltzer, Bud Light Lemonade Seltzer), Mark Anthony Brands (Mike’s Hard Lemonade Seltzer), and New Belgium (Fruit Smash), as well as Molson Coors’ partnership with Coca-Cola on Topo Chico Hard Seltzer.

This week’s panel features:

  • Lester Jones, chief economist of the National Beer Wholesalers Association (NBWA);
  • Lisa Derus, communications consultant and certified Cicerone;
  • And Kaumil Gajrawala, managing director of equity research at Credit Suisse.

The panel shares their thoughts on if these products can be incremental to existing products, potential for cannibalization and how regional players can gain a foothold in the segment.

Additionally, the panel discusses the completion of Anheuser-Busch’s acquisition of Craft Brew Alliance and what it means for the world’s largest beer manufacturer’s 23 craft beer brands, the NBWA’s 83rd Annual Convention, the shortage of aluminum cans and Molson Coors’ flurry of partnerships.

Listen to the episode above, or find it on popular platforms such as iTunes, Google Play, Stitcher and Spotify.

New episodes of the Brewbound Podcast are published every other Thursday.

Email with questions, comments or suggestions for future shows and guests.

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