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(upbeat music)

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- Widely proclaimed as
the drink of the summer,

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spiked seltzers have
been everywhere in 2019.

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Whether you've been to a concert,

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a pool party, or just
your local grocery store,

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you've probably seen them around.

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So the market grew 200%
over the last year.

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Total sales are projected to hit

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two and a half billion by 2021.

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What do you thinks made them so popular?

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What's the appeal?

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- It's definitely the convenience.

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You don't have to carry
around vodka and seltzer.

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- Low calorie, that's for sure.

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- They're like, taste so
refreshing and they're like bubbly.

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- I think it's just a
novelty, it's something new.

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- [Brian] Do you have a favorite?

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- White Claws.

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I personally like the Black Cherry.

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- Truly and Press.

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- Probably White Claws.

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- [Brian] What are the big
appeals of especially White Claw

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in particular has been like
there very instagramable.

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They're all over social media.

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There was one YouTube video
that went super viral.

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- Ain't no laws when your
drinking Claws, baby.

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Oh, my bad.

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- [Brian] Do you think has
contributed to their success?

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- Oh, I think so.

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I know friends who will like
tag White Claw in a photo

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of them at the beach drinking it.

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- Anything that people
see that's viral it sticks

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with them in their heads and
they want to go try it out.

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- It's just kind of a
trend to like "No laws

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when your drinking Claws."

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- "Paws out, Claws out", is the phrase.

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- People that say we're
transitioning from hot girl summer

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to White Claw summer.

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- [Brian] You know drinks
like these have kind of come

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and gone in the past.

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Like Zima had a moment.

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A lot of times like those
drinks have sorta been seen

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as much more feminine.

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Where as spiked seltzers
have sort of mass appeal

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across both men and women.

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What do you think has made them so popular

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amongst guys in particular.

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- The cans and the design
are pretty gender neutral.

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They don't feel like
particularly feminine.

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- Maybe because its like, in a can.

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You know, like I don't
know if like bros drinking

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a beer out of a can.

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- I think it's very intentional
in what they've done

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in terms of like if your
drinking White Claws

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your having a good time.

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And that's like a very
gender neutral approach.

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- A lot of young women
are turning towards beers

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and sours as well so it's
kinda interesting seeing

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the demographic shifts.

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- [Brian] So now that
it really has taken off

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a lot of the big industry
players are trying to get

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into the game.

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Last week Natty Light
and PBR both announced

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their own kinda versions.

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Four Loko is putting out a
14 percent alcohol version.

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Are you going to switch
brands or you sticking

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with your White Claws?

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- For now I'm sticking with
my Claws, but I don't know

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I appreciated the marketing
for the Natural Light ones

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the Catalina Lime Mixer.

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I liked that name convention.

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- Everyone is going to
try to have their own

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unique spin on it.

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A lot of those are going to fail

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because I think people do just
want; vodka, seltzer, lime.

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As long as people are sticking
to that, that's what's

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going to be most successful
for the long run.

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Good luck to Four Loko. (laughs)

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It's probably going to
be banned in like a year.

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(laughing)