Non-carbonated options accounted for 38% of new product launches last year, a sharp increase from 27% in 2021. For 26-year-old New Yorker Emily Aprigliano, the transition to flat drinks like Surfside is driven by comfort; the absence of carbonation eliminates the bloated feeling, making the alcohol go down with less resistance.
Why Gen Z is ditching the fizz for flatter canned cocktails
The carbonated reign of the hard seltzer is fading as younger drinkers demand a smoother experience. Across the $22 billion premixed beverage market, non-carbonated canned cocktails are surging in popularity, with brands like Surfside and Mom Water capturing consumers who find traditional bubbly drinks too bloating and difficult to consume.
This consumer shift has forced industry giants to pivot. Philadelphia-based Stateside Brands has turned its trademarked slogan, “No Bubbles, No Troubles,” into a massive growth engine, while Boston Beer launched Sun Cruiser to stabilize its portfolio as its Truly seltzer brand faces a decline. Smaller, agile startups like Mom Water, founded in Indiana, have scaled rapidly, hitting a projected 1 million cases this year. Even industry titan Gallo has entered the fray, partnering with Barstool Sports founder Dave Portnoy to launch Lucky One Lemonade, which moved 1 million cases in just seven months.
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