Hard seltzer's bursting bubble hit Boston Beer (NYSE: SAM) harder than most because it went in on the trend more than anyone. Although the beverage is not going away, hard seltzer could become just a niche, seasonal drink, a development that jeopardizes the billions of dollars spent by brewers on production capacity. Data from Veylinx, a consumer insights platform that uses behavioral research to predict purchasing habits, indicates consumers could start drinking more hard seltzer again if it is combined with cannabidiol, or CBD, the non-psychotropic compound found in marijuana.
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