i havent done research in this since 2022 and that data was from the 2010s up until only 2020/2021. but hard seltzer category sales were growing massively while brandname leader NAILs were slowly and steadily losing ground with random craft offerings selling in smaller amounts but showing growth.
maybe those guys just think hard seltzer etc is the way forward and that they can forget about all that craft fad (it was just a fad!!)