Following its success in the US and the UK, AB InBev’s global hard seltzer brand, Mike’s Hard Seltzer has now launched in Belgium, France, the Netherlands and Germany to meet rising consumer demand across Europe.
Thursday 29th April 2021: AB InBev has today announced the launch of its popular seltzer brand, Mike’s Hard Seltzer in Belgium, France, the Netherlands and Germany.
Mike’s Hard Seltzer, a refreshing, alcoholic sparkling water with real fruit flavours, is AB InBev’s global hard seltzer brand and was launched to the UK market in 2019. At 100 calories per can and 5% ABV, it appeals to consumers looking for a lighter alternative without compromising on taste.
The soaring popularity of hard seltzers is well-documented in the US, with the category garnering $4bn in sales in 2020. It is now also one of the fastest-growing drink categories in the UK, forecast to reach £600m in sales by 2025.
This launch marks the first time that Mike’s Hard Seltzer has been available to consumers outside of the US and UK, with Europe still representing a largely untapped market for the category and consumer awareness beginning to rise.
Mike’s Hard Seltzer will be available through retail partners in Belgium, France, the Netherlands and Germany ahead of the key summer selling moment, which last year saw a 36% uplift in sales of seltzers in July and August.
Elise Dickinson, Hard Seltzers Marketing Manager, AB InBev, Europe: “The hard seltzer segment is drawing in many new audiences – from beer drinkers to wine and spirit drinkers looking for a refreshing option with 100 calories per can and 5% ABV. Since our initial launch in the UK in 2019 we’ve seen the category really start to catch on in a relatively short time.
“We want to be a company that brings all people, not just “beer people”, together and hard seltzers are an integral part of this. With awareness and demand across Europe starting to increase, we’re well-placed to help retailers tap into this exciting market and strongly believe that hard seltzers have a bright future.”
Mike’s Hard Seltzer is available in Lime, Raspberry and Black Cherry flavours in the UK, Belgium, France and the Netherlands. In Germany, it is available in Lime, Raspberry and Passionfruit.
Mike’s Hard Seltzer is available now in Belgium, the Netherlands and Germany, and will be available in France from mid-May onwards. Interested retail partners can contact their local AB InBev representative or beverage supplier for more information.
AB InBev’s beyond beer portfolio, which spans hard seltzer and ready-to-drink (RTD) cocktails, wine, and spirits, has now reached well over 1 billion USD in revenue and grew by double-digits in 2020. The brewer’s global portfolio of hard seltzers, which grew at double the rate of the industry last year, include Bud Light Seltzer, Natty Light Seltzer, Bon & Viv, Social Club and Cacti.
About AB InBev
Anheuser-Busch InBev is the world’s leading brewer and is a publicly traded company based in Leuven, Belgium. Our Dream is to bring people together for a better world. We are committed to brewing the best beers using the finest natural ingredients and to be enjoyed in a responsible manner. From our European roots at the Den Hoorn brewery in Leuven, Belgium, we are now a geographically diversified brewery with a balanced exposure to developed and developing markets, we leverage the collective strengths of approximately 175,000 employees, including 12,000 in Europe. We have offices and breweries in 18 EU Member States and our Global Innovation Centre is also based in Leuven, Belgium. Follow us on Twitter at @ABInBev_EU
For more information about Anheuser-Busch InBev, please visit www.ab-inbev.com
About Mike’s Hard Seltzer
Mike’s Hard Seltzer is new line of ready-to-drink alcoholic beverages from one of the leading brands in North America, first launched in the UK in late 2019 and now expanding across Europe. What is hard seltzer, you may ask? Well, it’s just a refreshing blend of alcohol, sparkling water, and a hint of real fruit flavour. Oh, and ours is also a tasty 100 calories without any artificial sweeteners. It’s that simple. Because we believe you don’t have to try too hard to taste delicious or to have a good time. Duh. When you think about it, it’s refreshingly obvious.
Available in 330ml cans and multi-packs in a range of flavours, including Lime, Black Cherry, Passionfruit and Raspberry.
 RI Total US sales
 Nielsen Scantrack December 2020
 Nielsen Scantrack December 2020
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