Industry Case StudyIndustry Insights & Trends



We provided seven additional articles that discuss the emergence of light wines as a trend/category. We also provided screenshots of the entire Boston Herald article. Additionally, we provided six additional articles and one case study that discuss how the popular hard seltzer brands White Claw and Truly grew from just being innovative products to establishing a new category/claiming retail shelf space (those were the only hard seltzer/canned cocktail brands that we found excellent articles/case studies about).

The Emergence of Light Wines

Article #1

  • In February 2020, the Sacramento Business Journal published an article titled “What wine brands can learn from the rise of White Claw.”
  • The article includes advice to winemakers from “Danny Brager, senior vice president of the beverage control practice at The Nielsen Co.” The article mentions wine’s strong positioning to enter the hard seltzer category, given its very natural main ingredient (grapes). Wine brand Barefoot Cellars is also mentioned with regard to its new wine hard seltzer beverage.

Article #2

  • This article from April 2019 discusses the emergence of light wines in the section of the article titled “The Future of the Category.”
  • A point raised in the article is that light wines might be better suited as year-round drinks because wine is not seasonal, compared to hard seltzers which are somewhat geared towards summer. An executive from The Nielsen Company was quoted in the article as stating “[i]t will be very interesting to see what happens when consumers see low-ABV sparkling wine [products] hit the market, . . . especially because we saw sparkling-wine buyers in particular engage with [hard seltzer].”

Article #3

  • In January 2020, Decantar (the U.K.’s “oldest consumer wine publication“) published an article titled “Rising trend: Low alcohol and alcohol free wine.”
  • The article covers the reasons behind consumers’ growing interest in such wines and how winemakers are responding to this trend. The conclusion of the article is that “low- and no-alcohol wine seems here to stay. More and more products will be appearing to woo this growing market.”

Article #4

  • This article from May 2019 is titled “Drinking to Your Health: How Consumers Are Reaching for ‘Healthy’ Wines.”
  • The article discusses the growing interest in light wines that are low in carbs and low in sugar. The three main sections of the article are about the reasons behind the growing interest in wines that are healthier, brands’ responses, and specific consumer preferences in such wines.

Article #5

  • In December 2019, Just Drinks published an article titled “Non-alcoholic wine waters tapping into low-sugar and wellness trends — research.”
  • A new wine product called wine water is the subject of the article. The article also mentions how though the wine water trend has not yet taken off, its growth potential is very real and present.

Article #6

  • This article from May 2020 is titled “Fruit wine and fruit seccos: The light way to enjoy ‘wine.'”
  • The articles notes the rising popularity of light wines such as honey wines, fruit seccos, and fruit wines. Factors driving the trend, which are noted in the article, are consumers’ interest in creative tastes and colorful beverage products.

Article #7

  • In February 2020, Wine Intelligence published an article titled “Wellness, Moderation, and Wine in the US.”
  • Multiple statistics are provided in the article that demonstrate the growth potential for light wines. The article also discusses the changing landscape of consumers’ preferences when it comes to wine consumption.

The Rise of Hard Seltzer Brands White Claw and Truly

Article #1

Article #2

  • This article from The Canadian Press in February 2020 includes multiple statements from the CEO (Anthony von Mandl) of the company that owns White Claw (Mark Anthony Group) specifically regarding how White Claw established a new category.
  • In the article, Mr. von Mandl credited focusing on the U.S. market as key to the company’s success. He also noted his experience/success with developing Mike’s Hard Lemonade as integral in helping to expand the White Claw brand.

Article #3

  • This article from July 2020 explores the evolution of Truly and is titled “The untold truth of Truly Hard Seltzer.”
  • The article mainly discusses how Truly positioned itself in the market based on what White Claw was doing at the time. The article also mentions some important developments in the brand’s expansion since 2016, including the bottles used, product descriptions, and a recipe change.

Article #4

  • In October 2019, Business Insider published an article titled “Truly is trying to chip away at White Claw’s dominance by overhauling all 13 of its hard-seltzer flavors.”
  • Several quotes from the founder of Truly, Casey O’Neill, about the company’s approach in its rise to market dominance were included in the article. The article focused on Truly’s aim to surpass White Claw by reworking its hard seltzer drinks.

Article #5

  • In November 2019, Food Dive published an article titled “After the summer’s hard seltzer spike, will the segment lose its fizz?”
  • Insights about how a few of the popular hard seltzer brands (including Truly, White Claw, Arctic Summer, and Natural Light Seltzer) gained prominence were addressed in the article. Competition in the hard seltzer market and brand strategy were themes in the article.

Article #6

Case Study #1

  • The branding firm Agency Squid published this case study of its work in bringing the White Claw brand to market years ago.
  • The comprehensive case study takes a unique look at how White Claw’s branding approach (with the help of Agency Squid) helped carve out a new category because, at the time the referenced work was completed, the hard seltzer category was not well-established whatsoever. The case study specifically mentions how White Claw approached retail, its creative work, its website, social media, SEO, and more.
Glenn is the Lead Operations Research Analyst at Simple Manifestation with experience in research, statistical data analysis and interview techniques. A holder of degree in Economics. A true specialist in quantitative and qualitative research.


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