the turkey hard seltzer market has been gaining traction since its introduction in 2018, and industry experts are optimistic about its outlook for the years to come. the hard seltzer trend is mostly driven by the health- and wellness-conscious consumer, who is attracted to the low calories and sugar content in this category of drink. additionally, its low alcohol content makes it an attractive option for those looking to enjoy a drink without feeling too intoxicated.the favorable economic conditions in the country and, in particular, a growing middle class, have also proven to be a significant factor in the success of this product in turkey. in addition to that, the fact that it is an affordable and accessible drink has only further enhanced its popularity among the local population. one of the major challenges that the turkish hard seltzer sector will face in the coming years is the limited availability of domestic producers. the industry is still dominated by global companies, who have an advantage in terms of production capability and cost of raw materials. this is why many of the emerging brands are forced to rely on imports to meet the booming demand in the turkish market. local regulation of the alcohol industry plays a role in helping the local manufacturers develop their offerings. finally, the introduction of innovative flavors such as orange, lemon, rhubarb, strawberry and raspberry, have further cemented the preference of turkish consumers for hard seltzer. to remain competitive, industry players are investing heavily in marketing and research and development, with the aim of creating an even more attractive alcoholic beverage. overall, the outlook for the turkish hard seltzer market appears to be very positive in the years to come, with a continued surge in popularity. local regulations must also continue to support and actively encourage the growth of domestic manufacturers, allowing them to compete on equal terms with the larger international players.
