[{"data":1,"prerenderedAt":701},["ShallowReactive",2],{"item:\u002Fcompany-news\u002Fthe-rise-and-fall-of-hard-coffee":3,"platform:site":185,"more:\u002Fcompany-news\u002Fthe-rise-and-fall-of-hard-coffee":637},{"id":4,"title":5,"aiRevisedAt":6,"authors":7,"body":12,"canonical":106,"category":107,"categorySlugs":118,"cid":119,"cover":120,"description":126,"extension":127,"featured":128,"language":129,"meta":130,"navigation":131,"noindex":128,"ogImage":132,"path":133,"publishedAt":134,"readingMinutes":135,"recipe":106,"related":136,"revisedAt":106,"seo":170,"seoDescription":126,"seoTitle":5,"sortKey":106,"sources":171,"stem":175,"tagSlugs":176,"tags":178,"translations":181,"type":182,"url":183,"__hash__":184},"platformItems\u002Fplatform\u002Fitems\u002F53389.md","Caffeine and Booze: A Short-Lived RTD Experiment","2026-10-20T11:21:02.000Z",[8],{"name":9,"slug":10,"role":11},"Quinn Hill","quinn-hill","author",{"type":13,"value":14,"toc":100},"minimark",[15,19,22,25,28,31,36,44,52,55,58,61,64,67,70,74,77,82,85,88,91,94,97],[16,17,18],"p",{},"Rewind to the summer of 2019—a stretch that could fairly be called the summer of White Claw. Ready-to-drink hard seltzers were surging on the strength of price and convenience, and White Claw led the pack: clean, photogenic branding, low calories, and gentle fruit notes made it a favorite among younger drinkers. A viral YouTube clip summed up the mood with the line, \"Ain’t no laws when you’re drinking Claws.\" At one point in 2019, the brand accounted for more than half of all hard seltzer sales, and shortages cropped up across the US.",[16,20,21],{},"Meanwhile, RTD coffee—canned cold brew, draught lattes—was gaining ground too. The Four Loko scandal, in which dozens of young people were hospitalized after drinking the alcohol-and-caffeine concoction, lay well in the past, and it looked as if the US was at last ready to revisit the caffeine-alcohol combination.",[16,23,24],{},"That set the stage for Pabst Blue Ribbon’s Hard Coffee, a coffee-infused malt beverage at five percent alcohol by volume that soft-launched in July 2019. Though the caffeinated drink rolled out in only a handful of states, it drew outsized attention. Food & Wine, the New York Post, People Magazine, and Forbes were among the outlets that covered the launch eagerly.",[16,26,27],{},"Alcohol and coffee have a long shared history—espresso martinis, coffee stouts, the Dude’s White Russians in The Big Lebowski. But RTD hard coffee, broadly a malt-based alcoholic drink blended with coffee, sugar, and possibly milk, offered something else: convenience, no mixing or cocktail expertise required, and easy approachability.",[16,29,30],{},"PBR’s product was not the first canned hard coffee on the market; that distinction goes to Bad Larry’s Cold Hard Coffee, which launched in 2017. It did, however, appear to be the spark that set off the hard coffee trend—and its eventual fate would hint at an uncertain future for the whole category.",[32,33,35],"h2",{"id":34},"a-category-that-seemed-unstoppable","A Category That Seemed Unstoppable",[16,37,38,39,43],{},"It is hard to overstate how significant hard coffee looked at the close of 2019 and into 2020. Research firm Nielsen CGA found that in the 52 weeks ending July 2020, US hard coffee sales totaled $18.9 million. That was an 11,000% increase over the prior year—eleven ",[40,41,42],"em",{},"thousand"," percent.",[16,45,46],{},[47,48],"img",{"alt":5,"height":49,"src":50,"width":51},683,"\u002Fuploads\u002F7be2fac683216391f785.webp",1024,[16,53,54],{},"Major established names including Kahlúa, Jameson, Jägermeister, and Guinness brought out their own hard coffee products around this time, while newcomers such as Rebel Hard Coffee and Bomani entered the fray. Even specialty-oriented companies got involved: La Colombe announced plans for a hard coffee drink made with Molson Coors.",[16,56,57],{},"Americans were clearly captivated (eleven thousand percent!), but Dave Infante, a VinePair columnist and publisher of the beverage-alcohol industry newsletter Fingers, attributes the boom more to novelty than to anything else. “American drinkers are in a phase right now where they’re willing to drink anything once,” Infante says, “and I think hard coffee was a seductive proposition. ‘Love coffee? Love alcohol? Of course you do. Here, try this!’”",[16,59,60],{},"Infante traces that willingness to the success of hard seltzers, White Claw in particular, which he says “gave more ‘permission’ to mainstream drinkers to try non-beer flavored malt beverages than hundreds of millions of dollars worth of advertising ever could.” He adds: “Once those floodgates were open, pretty much everything flowed through.”",[16,62,63],{},"Other explanations for hard coffee’s rapid rise are possible. Observers have drawn a line between declining carbonated soft drink popularity and growing demand for healthier-seeming options like sparkling water and cold brew coffee.",[16,65,66],{},"In similar fashion, alcoholic analogues such as White Claw and hard coffee were viewed as “better for you” and less intoxicating, taking the place of higher-calorie beer and stronger mixed drinks among young, wellness-minded drinkers.",[16,68,69],{},"Then came the Covid-19 pandemic, which almost overnight reshaped shopping habits and put a premium on convenience and at-home consumption. Online and RTD coffee sales jumped, and hard coffee rode the same wave.",[32,71,73],{"id":72},"the-morning-after","The Morning After",[16,75,76],{},"The run did not last, and hard coffee’s climb proved short. Sales of PBR’s version dropped 40% in 2022, and the hard coffee segment overall was down 33%. That is not a death sentence—hard coffee sales reached $28 million in the 52 weeks to September 17—but the bubble does seem to have begun deflating.",[16,78,79],{},[47,80],{"alt":5,"height":49,"src":81,"width":51},"\u002Fuploads\u002F3455db6748b0461847eb.webp",[16,83,84],{},"PBR reportedly discontinued its struggling hard coffee, and the segment remains niche: as of June 2022, 64% of Americans had not tried it. Just last month Molson Coors announced an early end to its ten-year RTD distribution deal with La Colombe. So what explains the slowdown?",[16,86,87],{},"“With the benefit of hindsight, it seems pretty clear that its popularity was more a function of novelty and distribution than genuine\u002Fdurable consumer demand,” says Infante. A ready-made alcohol distribution network helped Pabst push hard coffee aggressively. “It just doesn’t seem to have taken.”",[16,89,90],{},"Other theories for the decline point to the relatively low alcohol content, especially next to boozier canned cocktails. Or perhaps the novelty simply wore off and drinkers moved on.",[16,92,93],{},"Infante does see a future for hard coffee, though a narrower and more specialty-driven one than before. “I think there’s still a path forward for smaller, craft-oriented brands that stick to more of a high-end, artisanal value-proposition,” he says, “especially given the obvious American thirst for alcohol and coffee combos as evidenced by the espresso martini’s recent popularity. But as an overall segment? 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