The next hard seltzer?

Analysts eye next major market boom – through Instagram.

Analysts show the growing interest in prepared cocktails on Instagram / Credit: Robert Kneschke - Fotolia.de
Analysts show the growing interest in prepared cocktails on Instagram / Credit: Robert Kneschke - Fotolia.de

In analyses of Instagram conversations, Bank of America analysts on Wall Street find that there is a growing interest in prepared cocktails, according to a recent report by Barron’s. If we put our data collection concerns aside, this information shows that there is room for the ready-to-drink spirits market to boom. Bank of America analysts predict that the market could reach between $3-4 billion in the next five years. The market is currently at $400 million. Since ready-to-drink cocktails are made from spirits, the product is more premium than hard seltzers, and this means higher taxation and a higher price tag. 

The amount of discussions around prepared cocktails are at about 40 percent of those held about hard seltzers, though the prepared cocktails discussions are already at a higher level than when hard seltzers gained popularity. According to the analysts, Anheuser-Busch InBev and Diageo are likely to emerge as key players in this market, though Cuervo and Molson Coors should also be watched. kw
 

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