AB InBev-backed Mike’s Hard Sparkling Water has changed its name to Mike’s Hard Seltzer, and announced the national release of the new brand.
Three flavours will be available in the Mike’s Hard Seltzer range: Lime, Lemon and Black Cherry. All three flavours will have an ABV of 5%, and will be available nationwide from selected UK retailers including Tesco, Morrisons and Ocado from 25 May.
Mike’s Hard Sparkling Water is backed by AB InBev’s ZX Ventures investment unit, and was released in the UK in October 2019. Hwowver, the brand has decided to rebrand and reformulate its product to adapt to changing consumer trends and demands.
Hard seltzer is a fast-growing category in the alcoholic beverage space, and other major alcohol companies including Molson Coors and Constellation Brands have made moves into the sector to capitalise on the rising demand for the product.
Figures provided by AB InBev claim that there is “strong consumer interest” in the UK for RTD hard seltzers. 85% of UK consumers drink RTD beverages, while Kantar research asserts that 46% of alcohol drinkers and 76% of beer drinkers in the UK would “seriously consider hard seltzer as a first choice”.
Ana De La Guardia, product owner at Mike’s Hard Seltzer, said: “Since our initial launch last year we’ve seen tremendous growth in the hard seltzer space.
“As people in the UK actively try to live healthier lives, they are looking for more options in the ready-to-drink space that deliver on taste, but remain light and refreshing, relying on natural flavours versus artificial ingredients. Our product is all of the fun, without the compromises, and we want consumers to experience and taste that.
“We are excited to launch with our new name and formulation in some of the UK’s leading supermarkets, and we’ll be looking to expand our footprint as demand for this category inevitably continues to grow.”
© FoodBev Media Ltd 2020
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