Have you heard that the trending hard seltzer category is now dying? Everyone that’s been around the block a few times in the alcoholic beverage industry knows that category is notoriously trendy. The problem is that today’s six-second attention span internet gurus and CPG industry pundits seem to write off trends faster than a college kid can shotgun a White Claw. After Molson Coors announced they would discontinue production of Coors Seltzer and Boston Beer Company warned everyone that the demand for the company’s Truly Hard Seltzer was lower than expected, it sparked a flurry of headlines suggesting that hard seltzer’s meteoric rise was over. It was almost like people cheered the impending death of the category. Here’s the problem, the hard seltzer category isn’t “dying.” So, what’s going on and why do I believe you shouldn’t write off the hard seltzer category anytime soon? I'll dive into a handful of insightful areas to explain why hard seltzer has never been more popular than it is right now.