Hard seltzers are unquestionably the drinks trend of 2019 and, with a predicted market value of $2.5 billion by 2021, a huge opportunity for the brands that get it right. But which consumers should brands be considering targeting when looking to capitalize on this huge spike in demand?

To find out more, Quantcast took a look at our unique live audience data to uncover new insights for the growing number of drinks brands making a move into the market.

If they’re not busy with intermittent fasting or counting their macros, it seems today’s modern man is likely to be found sipping on a low-calorie hard seltzer at a barbecue this Labor Day Weekend. Perhaps surprisingly for a drink many would consider closer to lighter summer tipples such as spritzers or 2018’s big hit Aperol Spritz, brands like White Claw and Truly seem to be more popular among men than women.

Other insights reveal that the age group most interested in the trend are 25-34 year olds and wealthier consumers earning more than $150,000 a year index the most highly for related search terms. Whatever market you’re in, if you’d like to learn more about Quantcast audience insights or how we can help you more effectively understand and reach your target audience, please click here.