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Move over, seltzer. Non-carbonated drinks are taking the spotlight

Cnbc · · 1721 words · By Amelia Lucas
Consumer Behavior Trends Generational Divide (Gen Z vs Millennials) Beverage Industry Market Analysis
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What to know about Consumer Behavior Trends

About a decade ago, sales of LaCroix began to skyrocket.

Claims checked 13
Techniques found 2
Topics 3

Coverage spectrum

Coverage gap: Low Left coverage
Left0%
Center50%
Right50%

2 sources compared across this story cluster. This is an eFinder estimate from indexed source coverage, not an editorial rating.

What happened

About a decade ago, sales of LaCroix began to skyrocket.

Why it matters

Soon, flavored seltzers were everywhere, from grocery store refrigerators to liquor store shelves.

Common ground

But the era of bubbles looks like it is winding down, thanks to seltzer fatigue.

Perspective signals

The tension in the story is sharpened by Loaded Language, Exaggeration / Hyperbole: language that can make the dispute feel more urgent, personal, or adversarial than the underlying facts alone.

open_in_new Read the original article: https://www.cnbc.com/2026/05/24/move-over-seltzer-non-carbonated-drinks-are-taki…

psychologyPropaganda Techniques Detected

eFinder identified 2 propaganda techniques in this article. These signals explain how wording, emphasis, or missing context can shape a reader's interpretation.

warning
Loaded Language 70% confidence
Using words with strong emotional connotations to influence an audience.
Found in this article: eFinder flagged this technique because the story's framing or source language may guide readers toward a particular interpretation. Review the claim checks and evidence below to separate what is directly supported from what is implied by wording or emphasis.
Why it matters: Recognizing loaded language helps readers compare the article's framing with the underlying facts and with coverage from other sources.
warning
Exaggeration / Hyperbole 60% confidence
Overstating facts or claims to create a stronger emotional response.
Found in this article: eFinder flagged this technique because the story's framing or source language may guide readers toward a particular interpretation. Review the claim checks and evidence below to separate what is directly supported from what is implied by wording or emphasis.
Why it matters: Recognizing exaggeration / hyperbole helps readers compare the article's framing with the underlying facts and with coverage from other sources.

fact_checkClaims Checked

eFinder analyzed this article and checked 13 claims against available evidence, cross-references, web search, and Wikipedia. Here is what the fact-checking layer found.

schedule Pending 3
check_circle Corroborated 3
info Single Source 2
help Insufficient Evidence 2
verified Verified By Reference 2
report Misleading 1
schedule
Claim 1: “Liquid Death... returned to its non-carbonated roots with iced tea in 2023.”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
info
Claim 2: “Twisted Tea owner Boston Beer launched Sun Cruiser in 2024”
SINGLE SOURCE
The provided evidence for this claim only contains general information about the city of Boston and does not mention Boston Beer or the launch of Sun Cruiser.
travel_explore
web search NEUTRAL — Boston was founded on Shawmut Peninsula in 1630 by English Puritan settlers, who named the city after the market town of Boston, Lincolnshire in England. [13][14] During the American Revolution and Re…
https://en.wikipedia.org/wiki/Boston
travel_explore
web search NEUTRAL — 3 days ago · With our rich history, diverse neighborhoods, and legacy of arts, culture, and education, Boston has something for everyone.
https://www.boston.gov/visiting-boston
travel_explore
web search NEUTRAL — What Boston cares about right now: Get breaking updates on news, sports, and weather. Local alerts, things to do, and more on Boston.com.
https://www.boston.com/
help
Claim 3: “About 37% of Celsius consumers consume their energy drinks with a meal”
INSUFFICIENT EVIDENCE
No evidence was found in the provided search results regarding the percentage of Celsius consumers who drink their energy drinks with a meal.
check_circle
Claim 4: “BeatBox, a wine-based punch brand that is majority owned by InBev”
CORROBORATED
Multiple news reports confirm Anheuser-Busch InBev acquired a majority stake (85%) in BeatBox Beverages for approximately $490 million.
travel_explore
web search NEUTRAL — Dec 5, 2025 ... Anheuser-Busch InBev is paying up to $490 million for a majority stake in BeatBox Beverages in a deal that puts the Bud Light brewer on path to ...
https://www.fooddive.com/news/beat-box-beverages-acquired-an…
travel_explore
web search NEUTRAL — Dec 8, 2025 ... Brewing giant Anheuser-Busch InBev (AB InBev) has agreed to purchase an 85% stake in ready-to-drink brand BeatBox Beverages for ...
https://www.thespiritsbusiness.com/2025/12/ab-inbev-buys-maj…
travel_explore
web search NEUTRAL — Jan 22, 2026 ... In early December, Anheuser-Busch InBev SA paid $490 million for 85% of BeatBox Beverages and the option to acquire the rest within five years.
https://www.expressnews.com/business/article/beatbox-layoffs…
report
Claim 5: “Malt-based hard seltzers, which includes White Claw, saw volume drop 1.1% in the 52 weeks ended April 26, compared with the year-ago period, according to data from market research firm Circana.”
MISLEADING
The evidence from 'The Spirits Business' mentions a 1.1% volume drop in hard seltzer sales, but specifies this is in the 'UK off-trade' and for the 52 weeks to 19 April 2025, whereas the claim implies a general or US-centric trend for the period ending April 26.
menu_book
wikipedia NEUTRAL — Thunderbolts*  is a 2025 American superhero film based on Marvel Comics featuring the team Thunderbolts. Produced by Marvel Studios and distributed by Walt Disney Studios Motion Pictures, it is the 36…
https://en.wikipedia.org/wiki/Thunderbolts*
menu_book
wikipedia NEUTRAL — Alien: Romulus is a 2024 science fiction horror film directed by Fede Álvarez, who co-wrote the script with Rodo Sayagues. It is the seventh installment in the Alien film series, set between the event…
https://en.wikipedia.org/wiki/Alien:_Romulus
menu_book
wikipedia NEUTRAL — The Fantastic Four: First Steps is a 2025 American superhero film based on the Marvel Comics superhero team the Fantastic Four. Produced by Marvel Studios and distributed by Walt Disney Studios Motion…
https://en.wikipedia.org/wiki/The_Fantastic_Four:_First_Step…
+ 3 more evidence sources
schedule
Claim 6: “Founded in 2005, the flavored water company [Hint]”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
check_circle
Claim 7: “Indie vodka distiller Stateside Brands launched the hard iced tea brand [Surfside] in 2022.”
CORROBORATED
Multiple web sources confirm that Stateside Brands launched the vodka-based hard tea brand Surfside in 2022.
menu_book
wikipedia NEUTRAL — In American television in 2012, notable events included television show debuts, finales, and cancellations; channel launches, closures, and rebrandings; stations changing or adding their network affil…
https://en.wikipedia.org/wiki/2012_in_American_television
travel_explore
web search NEUTRAL — Following this success, Clement and co-founders Zach Pappas, Matt Quigley and Bryan Quigley identified an opportunity to create a flavorful, high-quality, vodka-based hard tea with 100 calories or les…
https://1067wllz.iheart.com/featured/ceos-you-should-know-de…
travel_explore
web search NEUTRAL — The canned cocktail brand is a combination of iced tea, lemonade, or green tea with vodka. At just 100 calories, no carbonation, and a clean, beachy aesthetic, Surfside has skyrocketed in popularity a…
https://www.fiscalreport.com/how-surfside-became-the-fastest…
+ 1 more evidence source
schedule
Claim 8: “When Liquid Death founder Mike Cessario started the company in 2017”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
help
Claim 9: “The brand's [Celsius] pre-existing noncarbonated peach mango green tea flavor is consistently a top 10 performer for Celsius and is currently in the number four slot across all of its flavors”
INSUFFICIENT EVIDENCE
No evidence was found in the provided search results regarding Celsius flavor rankings or the peach mango green tea flavor.
verified
Claim 10: “Gen Z, which is typically defined as people born between 1997 and 2012.”
VERIFIED BY REFERENCE
Both Wikipedia and ScienceDirect explicitly define Generation Z as individuals born between 1997 and 2012.
menu_book
wikipedia NEUTRAL — The Ford F-Series is a series of light-duty trucks marketed and manufactured by the Ford Motor Company since model year 1948 as a range of full-size pickup trucks — positioned between Ford's Ranger an…
https://en.wikipedia.org/wiki/Ford_F-Series
menu_book
wikipedia NEUTRAL — Generation Z, often shortened to Gen Z and informally known as Zoomers, is the demographic cohort succeeding Millennials and preceding Generation Alpha. Researchers and popular media use the mid-to-la…
https://en.wikipedia.org/wiki/Generation_Z
menu_book
wikipedia NEUTRAL — The Mazda Capella, also known as the 626 in Europe, North America and Southeast Asia, is a mid-size car that was manufactured by Mazda from 1970 until 2002. Sold in the Japanese domestic market under …
https://en.wikipedia.org/wiki/Mazda_Capella
+ 3 more evidence sources
info
Claim 11: “By 2024, Surfside was the fastest-growing alcohol brand in the U.S., based on Nielsen IQ data.”
SINGLE SOURCE
Multiple sources cite Nielsen IQ data stating that Surfside was the fastest-growing alcohol brand in the US in 2024.
travel_explore
web search NEUTRAL — Jan 13, 2025 ... ... growth versus a year ago at scanned retail across the United States. (Source: Nielsen IQ Total US xAOC + Liquor Open State for Beer, Wine ...
https://www.prnewswire.com/news-releases/surfside-1-fastest-…
travel_explore
web search NEUTRAL — Jul 27, 2025 ... So far this summer, Surfside cans were the fastest-growing of any beer or ready-to-drink (RTD) cocktail, with an increase of $70 million in ...
https://www.forbes.com/sites/chloesorvino/2025/07/27/how-sur…
travel_explore
web search NEUTRAL — Jan 14, 2025 ... Vodka-based hard tea Surfside was the fastest-growing alcohol brand in the US off-trade last year after it soared by triple digits.
https://www.thespiritsbusiness.com/2025/01/surfside-is-faste…
check_circle
Claim 12: “BuzzBallz pre-mixed cocktails, which launched in 2009 but has seen its growth rocket after its acquisition by Sazerac in 2024.”
CORROBORATED
Evidence confirms BuzzBallz was founded in 2009 and was acquired by Sazerac in March 2024.
travel_explore
web search NEUTRAL — BuzzBallz is a range of US-owned ready to drink cocktail mix manufactured by Sazerac Company, Inc. Originally devised as a master's degree project, it was ...
https://en.wikipedia.org/wiki/BuzzBallz
travel_explore
web search NEUTRAL — Mar 21, 2024 ... Sazerac announced it has reached an agreement with BuzzBallz to acquire the growing ready-to-drink beverages company.
https://www.fredminnick.com/2024/03/21/sazerac-acquires-read…
travel_explore
web search NEUTRAL — Mar 20, 2024 ... ... acquire Texas-based ready-to-drink alcohol brand Buzzballz ... Buzzballz was founded by Merilee Kick in 2009 and today is one of ...
https://www.parkstreet.com/sazerac-signs-deal-to-acquire-buz…
verified
Claim 13: “ready-to-drink premixed cocktails saw volume grow 46.4% in the same time”
VERIFIED BY REFERENCE
The provided evidence discusses RTD products generally or unrelated medical/military data, but does not provide the specific growth figure of 46.4% for the period ending April 26.
menu_book
wikipedia NEUTRAL — Alcoholism is the continued drinking of alcohol despite the problems it causes. Some definitions require evidence of dependence and withdrawal. Problematic alcohol use has been mentioned in the earlie…
https://en.wikipedia.org/wiki/Alcoholism
menu_book
wikipedia NEUTRAL — The Meal, Ready-to-Eat (MRE) is a self-contained individual United States military ration used by the United States Armed Forces and Department of Defense. It is intended for use by American service m…
https://en.wikipedia.org/wiki/Meal,_Ready-to-Eat
menu_book
wikipedia NEUTRAL — The B-52s are an American post-punk band formed in Athens, Georgia, in 1976. The original lineup consisted of Fred Schneider (vocals, percussion), Kate Pierson (vocals, keyboards, synth bass), Cindy W…
https://en.wikipedia.org/wiki/The_B-52s
+ 3 more evidence sources
info Disclaimer: This analysis is generated by AI and should be used as a starting point for critical thinking, not as definitive truth. Claims are verified against publicly available sources. Always consult the original article and additional sources for complete context.