AB InBev launches Mike’s Hard Seltzer across Europe

AB InBev

Anheuser-Busch InBev has launched Mike’s Hard Seltzer in Europe having previously been available in the US and UK.

The hard seltzer market continues to see strong growth across the globe. In the US, the $4billion sales mark was passed last year.

In the UK, the market is expected to grow to around £600million in sales by 2025. Mike’s launched in the UK in October 2019, before being available in shops nationwide in May last year.

It will now be launched in Belgium, France, the Netherlands and Germany as AB InBev look to increase its hard seltzer reach across the continent.

Mike’s Hard Seltzer is a 5% ABV alcoholic sparkling water with 100 calories per can.

It is available in Lime, Raspberry and Black Cherry flavours in the UK, Belgium, France and the Netherlands.

In Germany, it is available in Lime, Raspberry and Passionfruit.

“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,” said AB InBev.

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