Beer continues to show steady performance in off-premise channels, with new data from Circana reporting 1.7% dollar sales growth and flat volume in the latest week through March 8. Year to date, the category is up 1.2% in dollar sales, reflecting a week-to-week pattern of gains as the industry stabilizes.

Within that environment, Happy Dad continues to stand out. Malt-based seltzers have returned to growth, with the segment up 1.4% over the past 12 weeks, led by White Claw and Happy Dad. The rebound highlights renewed consumer demand and reinforces Happy Dad’s position as one of the key drivers of momentum in the category.

While top suppliers like Constellation Brands and Diageo Beer Company posted strong gains in the latest week, the continued strength of Happy Dad signals a broader shift toward brands that are actively gaining share. As the category moves through an uneven growth cycle, Happy Dad remains one of the brands helping push it forward.