The rise of hard seltzers across America's drinking scene is hard to miss. From tailgates to grocery store shelves, these fizzy drinks known as ready-to-drink (RTD) beverages have increased from 3 percent of the overall alcohol market a decade ago to around 12 percent today. In raw dollar amounts, the current RTD market is valued at over $36 billion and is expected to increase to just under $100 billion by 2031. But beneath the bubbly surface lies a bitter struggle over protectionism and regulatory barriers in state legislatures nationwide.
A closer inspection of the fine print on these canned cocktails reveals a surprising fact: many are not crafted with distilled spirits—as any imbiber would expect—but rather with malt-based alcohol. In fact, up until recently something as simple as a can of Jack Daniels and Coca-Cola could not be found in the United States.
