In the presentation by @JonesLester and @Fintech yesterday as part of the @NBWA virtual convention, STR data showed seltzers losing a bit of steam this fall (scan data in next Tweet).

Scan data shows a similar picture. The YoY % was bound to drop as we cycled bigger and bigger numbers, but the absolute case growth has also dropped YoY (Source: IRI data).

To me, this suggests Seltzer is showing its seasonality (which got hidden a bit last year with all the growth) and starting to slow from the torrential pace it has been on.

AB thinks similar things, guessing it will "only" grow 50% next year (as reported in @BeerBizDaily today).