Anheuser-Busch InBev has added four new markets to the footprint of its Mike’s Hard Seltzer brand.
Following the UK launch in 2019, the world’s largest brewer today revealed that Mike’s is now available in Belgium, Germany and The Netherlands, but did not give sales channel details. The 5% abv alcoholic sparkling water will also be rolled out to France from next month.
The brand’s portfolio in the UK, Belgium and The Netherlands comprises Lime, Raspberry and Black Cherry expressions, while German retailers will stock the Lime, Passionfruit and Raspberry variants.
“We want to be a company that brings all people, not just ‘beer people’, together and hard seltzers are an integral part of this,” said A-B InBev Europe’s hard seltzers marketing manager, Elise Dickinson. “With awareness and demand across Europe starting to increase, we’re well-placed to help retailers tap into this exciting market and strongly believe that hard seltzers have a bright future.”
The news builds on the company’s strong presence in the category as its hard seltzer portfolio, including Bud Light Seltzer and Bon and Viv, grew at twice the rate of the market during 2020.
Last month, analysts at Rabobank claimed that Europe is primed for significant growth potential in 2021.
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