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Hard Seltzer Shakes Up Adult Beverage Scene

C-store shoppers’ tastes in beer and adult beverages continue to evolve, with a more diverse group of consumers looking for healthier and craft brands, as well as hard seltzers.

Corrie Burdick, category manager for Alltown Fresh, which just opened its most recent location in Waterbury, Conn., said the chain has seen an influx of guests seeking healthier options, including those lower in both calories and ABV (alcohol by volume). “We’ve also seen more and more consumers leaning into the hard seltzer trend, as well as session beer options,” Burdick said. 

Out of 302 company-operated locations, Global Partners operates two Alltown Fresh sites and has plans to open a total of five Alltown Fresh locations by the end of the year. By achieving an even balance of traditional offerings, local options and rotating new products that satisfy its wide range of shoppers, Alltown Fresh’s beer category sales are strong. 

Based on each market’s location, Alltown Fresh supplies a mix of options, such as locally sourced varieties, domestic beers, imports, malt beverages, ciders and more. 


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