The latest Nielsen report for the hard seltzer category shows that while the overall market declined slightly by -1.23% over the past 13 weeks ending September 6, 2025, Happy Dad continues to rise. Happy Dad is now officially ranked the #4 hard seltzer brand in U.S. convenience stores, with momentum pushing it closer to the Top 3.

While the overall hard seltzer category declined by -1.23% year-over-year, Happy Dad stood out with 11.48% growth, surpassing major players like Budweiser (down -22.81%), Truly (down -10.83%), and Topo Chico (down -4.15%). White Claw remains the category leader, but Happy Dad’s momentum is undeniable as more fans across the country make it their go-to hard seltzer.

With great flavors, a loyal fanbase, and strong convenience store performance, Happy Dad is proving to be more than just a competitor, and a category leader in the making.

Nielsen Data shows the following:

• Happy Dad sales: $10.37M (+11.48% YOY)

• Ranking: #4 in U.S. Convenience Stores

• Trend: Rapid growth with sights set on #3

Happy Dad is just getting started.