Willie’s Superbrew: Itchin’ For Seltzer Category Maturation

Dear Client:    NBWA chief economist Lester Jones showed a more volatile trend line for seltzer in 2021 at yesterday’s Fintech Q1 roundup.  Volatile, indeed. We checked in with one of the fast-growing, strong regional seltzer brands, Willie’s Superbrew, and get this... While Willie’s total business is up overall this year in scandata, says Nico, in its home market of Massachusetts, it’s actually down double digits.  But Willie’s founder Nico Enriquez tells CBD the category leaders are having a hard time