The timing has been chosen ahead of the key summer selling months: last year, seltzers saw a 36% uplift in July and August.
Mike’s Hard Seltzer is a 5% ABV alcoholic sparkling water with 100 calories per can. It 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.
In the US, the category reached $4bn in sales in 2020. It is now also one of the fastest growing drink categories in the UK, forecast to reach £600m ($838m) 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,” says AB InBev.