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Anheuser-Busch InBev makes another US hard seltzer play with Michelob Ultra extension

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Anheuser-Busch InBev has ramped up its involvement in the hard seltzer category with the unveiling of an extension of its Michelob Ultra beer brand in the US.

Michelob Ultra Organic Seltzer hits the US early next year

Michelob Ultra Organic Seltzer hits the US early next year

Michelob Ultra Organic Seltzer, which will roll out nationwide in January, comes in three flavours - spicy pineapple, peach pear and cucumber lime - and is claimed to be the first USDA-certified organic seltzer. A-B InBev said the brand extension also has zero carbs and sugar, and 80 calories per can.

Michelob Ultra Organic Seltzer will be available in 12 x 12oz (34.1cl) can packs, 24-can packs and individual 25oz cans. A second tranche of flavours will follow later in 2021.

"We believe that Michelob Ultra is uniquely placed to win in the seltzer segment, not only because it's one of the hottest brands in the country, but also because it has unmatched equity as a high-quality brand with consumers who like to have an active lifestyle," said Ricardo Marques, vice president of Michelob Ultra.

A-B InBev believes that its portfolio approach to the fast-growing alcoholic sparkling water category will be "critical to long-term success". The company has a range of seltzer brands, with Michelob Ultra Organic joining Bud Light, Bud Light Platinum, Bon & Viv, Social Club and Natty Light. Late last month, the brewer released a three-strong line in China under its Mike's Hard Sparkling Water brand.

"The rest of Europe is so primed for hard seltzer" - just-drinks speaks to Loon Water co-founders Fabio & Francesca Bruni


Expert Analysis

Success Case Study: White Claw

Success Case Study: White Claw

Success Case Study: White Claw is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind the success of White Claw hard seltzer in US. It delivers the crit...

VIEW REPORT

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