AB InBev brings Mike’s Hard Seltzer to four new European markets

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[1] in sales in 2020. It is now also one of the fastest-growing drink categories in the UK, forecast to reach £600m[2] 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

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