Beyond beer: AB InBev develops global play in hard seltzers, RTD cocktails and more
Hard seltzers and RTD alcohol is booming in the US: but AB InBev sees the chance to use its might and muscle to grab the opportunities abroad.
Mike’s Hard portfolio, for example, has expanded to reach 10 global markets. Corona Tropical has launched in Latin America and the UK. South Africa boasts spritzer Brutal Fruit and hard seltzer Flying Fish.
The category is interesting to AB InBev not only because of consumer interest in such products, but also because they offer a great canvas for premiumization. “We have the knowledge from developed markets; we have the innovation and liquid capacity; we have distribution; and we can take advantage and really lead this expansion lever globally,” says the company’s CEO.
Bear in mind, however, that AB InBev still considers itself ‘first and foremost’ a brewer, with such products still only accounting for a drop in the company’s overall revenues.