Happy Dad has been recognized on the 2026 Insurgent Brands list by Bain & Company, a closely watched annual ranking highlighting the fastest growing consumer product brands in the United States.

The list identifies independent brands reshaping their categories and driving a disproportionate share of growth across the consumer packaged goods industry. This year, Bain recognized 113 insurgent brands that are outperforming their categories and setting the pace for the next wave of innovation and growth in consumer products.

Happy Dad has now appeared on the Insurgent Brands list for three consecutive years, first earning recognition in 2024.

Bain defines insurgent brands as companies that generate more than $35 million in annual revenue in tracked retail channels and grow at least ten times faster than their category’s average growth rate over a five year period, while maintaining positive growth over the past two years. These brands remain independent or have only recently been acquired by larger consumer packaged goods companies.

According to Bain’s latest research, insurgent brands continue to capture an outsized share of industry growth. Despite representing less than 2 percent of market share across the categories they compete in, these brands accounted for nearly 39 percent of incremental category growth in recent years.

Happy Dad’s inclusion on the 2026 list reflects the brand’s continued momentum across retail expansion, product innovation, and cultural partnerships. Since launch, Happy Dad has built a strong national presence through its portfolio of Hard Seltzer, Hard Lemonade, and Hard Tea, while connecting with consumers through sports, entertainment, and memorable cultural moments.

“We’re proud to see Happy Dad recognized among the fastest growing brands in the country,” said Sam Shahidi. “This recognition reflects the strength of our community and the team behind the brand. We’re focused on continuing to grow, expand distribution, and deliver products people are excited to drink.”

Being named to the 2026 Insurgent Brands list places Happy Dad among a group of companies shaping the future of the consumer goods industry and driving the next generation of category growth.

Read the full Bain & Company report here.