Bud Light Seltzer is launching in the UK as the hard seltzer trend continues to boom.

The range will be available in three different flavours; lemon-lime, passionfruit and strawberry.

They will be on offer at retailers from 29 April in single 330ml cans, priced at £2, or in six-can multipacks.

The seltzers will also be the official hard seltzer sponsor of the Men’s England football team as they are “set for further sales growth this summer as we welcome the delayed Euros to our screens”.

Elise Dickinson, Bud Light Seltzer marketing manager, said: “Seltzers have taken the U.S. by storm, and we are seeing the signs of a similar appetite in the UK.

“Our variety of fruity flavours presents consumers with a refreshing alternative as we welcome the warmer months.

“With the strength of the Bud Light brand behind it, we are confident it will prove to be a real growth driver for our Off-Trade customers.”

Beverage makers see major potential in the U.K., even though the first hard seltzers rolled out just a year ago. 

The £10 million sales mark was passed earlier this year, with penetration in more than 3% of British households, or about one million consumers, says David Elliott, consumer insights director for Kantar Research’s Worldpanel division, with that predicted to rise in 2021.

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