Alternative drinks challenge wine, beer

NBWA’s Chief Economist Lester Jones believes the hard seltzer craze may be a passing fad, but other drinks are on his radar. “I’m just waiting for the Tang guys to come out and add vodka, because those guys grew up with that stuff,” said Jones. “Why wouldn’t they want to have vodka in their Tang?” Hard seltzers are among a variety of lower- and no-alcohol ciders, vodka sodas and other alternative drinks competing mightily against beer and wine for the next generations of consumers. Their ascent was a key topic at two recent West Coast conferences for producers of wine and hops.