Hard seltzer is one juxtaposition after another—and that’s what’s driving its overall success. For starters, while hard seltzer is generally categorized within the flavored malt beverage (FMB) category and the broader beer category, a majority of U.S. hard seltzer buyers (60%) and 70% of legal age Millennial drinkers—a core demographic for hard seltzer—consider hard seltzer as its own category. Fewer than 10% think of it as a ‘type’ of beer.