Coke Going After White Claw, Joins Hard Seltzer Arms Race

Did you bet your neighbor that the hard seltzer craze would end in 2020 and we'd seen it all when Smirnoff dropped the Red, White & Berry sell-dog? Drop off a case on your neighbor's porch because you lost the bet and I can prove it because Coke announced it will get into the hard seltzer biz with the launch of Topo Chico Hard Seltzer in 2021.

I hate to go all Karren Rovell on you guys and report on new seltzers coming to stores near you, but this is a whole new animal with Coke getting into the fight with its very own lemon-lime concoction. According to Bloomberg, Coca-Cola is looking to diversify its drink portfolio as people slow their consumption of sodas.

It's not just Coke trying to figure out where beverages are headed and how to keep making money. Boston Beer's numbers speak volumes. It would be unwise to bet against seltzers right now.