Budweiser Brewing Group UK&I, a proud part of AB InBev, has today announced the launch of Bud Light Seltzer, an alcoholic sparkling water with natural fruit flavours, in the Off-Trade.

One of the fastest growing drink categories in the UK, seltzer hit £5.8m in sales in 2020, and is forecast to reach £600m in sales by 2025, equivalent to the ready-to-drink category. Following on from its success in the US, the launch of Bud Light Seltzer enables Off-Trade customers to tap into this increasingly lucrative market.

Available in lemon-lime, passionfruit, and strawberry flavours, Off-Trade customers can stock the product from 29 April in time for the lifting of national lockdown restrictions, and ahead of the key summer selling moment which last year saw a 36% uplift in sales of seltzers in July and August.^[3]

Named as the first ever official Hard Seltzer sponsor of the Men’s England football team, Bud Light Seltzer is set for further sales growth this summer as we welcome the delayed Euros to our screens. Given that 55% of shoppers are more likely to opt for ‘official sponsor’ brands of football tournaments over their usual alcoholic beverage choices, this presents a unique growth opportunity for retailers stocking Bud Light Seltzer.

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