The hard seltzer category shows signs of slowing down, despite strong predictions for a summer boom. People are struggling to differentiate between brands in the category after a clear rush to market, and relaxation of fears about stay-at-home orders have reduced pantry-loading panics.

While too little choice is limiting, too much can be paralysing. With the options in the alcohol and drinks space ever expanding, people are drawing on identities and values in other areas of their lives to narrow down their options. As a result, modern drinking moments and where they happen can say a surprising amount about how people see themselves.

The no- and low-alcohol segment has seen steady growth thanks to a rise in mindful, health-conscious consumption, and while it’s lagged behind the more successful beer and spirits categories, demand for no-and-low wine is on the rise. But what do drinkers expect from a less intoxicating tipple?

As Americans look forward to a summer of more relaxed socializing, industry experts predict a further boom in the already explosive hard seltzer market. Existing non-alcoholic brands can easily expand on customer loyalty by offering this low-alcohol option for relaxed socializing.