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Still Beverages Surge as Seltzer Market Cools

The carbonated beverage boom is losing momentum as non-fizzy drinks capture growing consumer demand and shelf space. Hard seltzer volumes declined 1.1% in the 52 weeks ended April 26, marking a significant slowdown for the category that includes White Claw. Ready-to-drink premixed cocktails surged 46.4% in the same period, driven by brands like Surfside, Sun Cruiser, BuzzBallz and Anheuser-Busch InBev's Cutwater Spirits. Non-alcoholic brands including Celsius and Liquid Death are capitalizing on the shift toward still options. Generation Z consumers are leading the transition away from carbonated drinks, favoring fizz-free beverages across both alcoholic and non-alcoholic segments. Industry analysts attribute the change to consumer fatigue with traditional seltzers and increased beverage innovation focused on still drinks.