Graduation Year


Date of Submission


Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts



Reader 1

Heather Antecol

Rights Information

Lukas G Svitek


This research paper analyzes the recent rise of premium low-calorie beer brands and beer alternatives (such as, hard seltzers). This paper presents an analysis of past and current trends in the beer market, the rise of the current trend of premium low-calorie beers and alcoholic seltzers, and the factors that go into their success. I analyze the factors that result in increase in sales. I find that products that are premium light beers and seltzers are correlated with higher sales. Calories have no measurable effect on the success of newly introduced beer brands and beer alternatives. My findings indicate that being premium light or a seltzer brand play the biggest roles in product success.

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.