All Aboard the Seltzer Churn Train

Dear Client:  It will be hard for the top seltzer producers to get off the breakneck-speed hamster wheel of innovation.  It’s in the data. Bump Williams of the BWC company kindly shared a very deep, brand-level dive into the world of seltzers, FMBs and RTD cocktails.  We'll bring you highlights from this data set throughout the week. But the most obvious observation from the data is this:  Many breakthrough new seltzer products seem to be cannibalizing other packs in the