MOON – Atleasure, Lounge, Sleep

Attitude with a Splash of the Caribbean. It’s water with bubbles that also has alcohol in it. Even its meteoric rise over the past few months needs little parsing: Seltzer has been very popular for a while, and now this is seltzer that gets you drunk. But it’s a beverage whose existence makes so much sense for so many reasons, and feels so perfectly positioned in this particular period of time, that it has helped define what exactly this period is.

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George Town, Cayman Islands

It is difficult to overestimate the hugeness of hard seltzer to people who study the business of alcohol, but here are some exact figures: Hard seltzer is currently a $550 million business and is projected to keep growing, with one UBS analyst estimating to Business Insider that it could be worth $2.5 billion by 2021. Sales of hard seltzer have grown about 200 percent over the past year, with 164.3 percent of that growth occurring in July alone, according to Nielsen.

Half of those sales are concentrated on a single brand: White Claw, which is owned by Mark Anthony Brands, the owner of Mike’s Hard Lemonade. It and the next leading brand, Truly, which is owned by Boston Beer Company, together make up about 85 percent of total hard seltzer sales. As of this year, every major beer company has at least one hard seltzer on the market, as beer continues to lose market share in favor of less alcoholic, less caloric options.

But more than that, hard seltzer is something of an aesthetic movement, complete with its own kind of culture: There are catchphrases — “Ain’t no laws when you’re drinking Claws” — and memes (it’s a White Claw summer, baby!), all with perfectly portable, Instagrammable cans. It’s undeniable: Hard seltzer is the drink of summer 2020.

There is also the low calorie aspect to it. Almost half (49.1 percent) of adults made an effort to lose weight within the calendar year, according to data from 2013-2016 released in a report from the Centers for Disease Control and Prevention.

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Estimated Delivery: Mar, 2019

€200 - €299

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Estimated Delivery: Mar, 2019

€300 - more

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Estimated Delivery: Mar, 2019
ian
  • 15-04-2020

    New Project Launches in Bangalore

    We are getting our booze from Hell\'s Distillery

  • 31-04-2020

    Our First Office Start

    It will be getting canned in a cannery

  • 30-05-2020

    We Touch the Million Dollar Milestone

    We are going to heat sync the labels on.

  • 31-05-2020

    Our Employee Reach 100 Person

    People will drink and have a great time

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