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High materiality8/10

Shift from carbonated drinks to non-carbonated beverages impacts BUD's market potential

May 24, 2026, 2:00 PM EDT1 sourcesAI-analyzed

Why it may matterVerify against the original reporting

Declining interest in hard seltzers and a noteworthy shift towards non-carbonated beverages could negatively affect BUD's market share and sales growth in the near term, reminiscent of past trends where shifts in consumer behavior adversely affected leading brands.

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What happened, with direct paths to the underlying reporting

As consumer preferences shift, non-carbonated drinks like Surfside are rapidly overtaking hard seltzers. With Gen Z leading this trend, brands like BUD may need to innovate in non-carbonated options to capture shifting market share in the alcoholic beverage sector.

Non-carbonated beverages like Surfside are gaining popularity among Gen Z.
Hard seltzer sales, including White Claw, dropped by 1.1% in the past year.
Ready-to-drink cocktails surged in volume by 46.4%, fueled partly by Surfside.
Gen Z prefers non-carbonated options for wellness, driving a shift in drink preferences.
Established brands are launching non-carbonated products to compete with Surfside.

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