I happened to have been in college, aka the mecca of binge drinking, when the hard seltzer industry started booming. I couldn’t walk two feet from my roommate-filled house without finding at least three different varieties littered across the sidewalks. From White Claw and Truly to Topo Chico and Bud Light (but not the Flannel kind), every brand had something “special” to add to the industry, even if it’s just another aluminum can on the self in a pretty crowded market.

Brands are adapting to the changes; Anheuser-Busch, for example, offers hard seltzers like Bon & Viv, Social Club, and Cacti. Even smaller breweries such as Colorado’s Oskar Blues Brewery developed a hard seltzer line in addition to its independent craft beer.