Channel Check: What’s Hot and What’s Not

It’s really hard to overstate the impact White Claw is having on both in this category and on the beer business overall. At close to $2 billion, the hard seltzer is already more than a quarter the size of the Budweiser brand family — something that’s taken place centuries more quickly. Roll in Truly and there’s been a huge change at the top for a category that was previously the sleepy domain of sprits company licensees. With the big beer brands getting into the act, the whole category is reminiscent of the moves around energy drinks.