Nurtured by innovation unit ZX Ventures Lab, Mike’s Hard Sparkling Water will hit shelves at the end of this month. At 5% ABV, the alcoholic sparkling water is described as natural and refreshing with 99 calories per 330ml can.
In the US, alcohol sparkling water has been described as ‘the drink of the summer’ by the New York Times; while in the UK the alcohol-based RTD category is growing faster in the off-trade than beer, wine, cider and spirits (worth £308m / $ 356m according to Nielsen Scantrack figures).
Mike’s Hard says it wants to capitalise on both these trends with its UK launch.
Low sugar, low calorie
Mike’s Hard Sparkling Water will launch with three flavours: lemon, lime and black cherry. The products will initially be available in the convenience channel with e-commerce and grocery following.
The brand hopes to appeal to millennials looking for a healthier alternative to other alcoholic beverages – with ‘modern yet sleek packaging and a playful name’.
Ana De La Guardia, General Manager at Mike’s, said: “We’ve seen how quickly the alcoholic sparkling water market has grown in the US and we believe now is the time to bring the trend to the UK. Brits are leading healthier lives and as such there is a demand for an alcoholic drink with natural flavours that is low sugar, low calorie and low ABV, but retailers aren’t currently equipped to offer these options. It’s important for us to provide our customers with products that not only directly respond to consumer needs to drive sales – but most importantly, taste good.”
Mike’s Hard Sparkling Water will retail at £1.99 per 330ml can, £6.50 per 4-pack single flavour and £9 for 6 pack variety.