AB InBev brings "hard seltzers", extremely popular in the US, to Europe

It has been a long time coming, but AB InBev has made it official. Hard seltzer, an alcoholic drink containing sparkling water and fruit flavour, is coming to our regions. According to the beer giant, the European demand for the beverage, which is very popular in the US, is rapidly increasing.

Popular among younger people

AB InBev’s hard seltzer brand, Mike’s Hard Seltzer, will be making an appearance in Belgium, Germany, France and the Netherlands. There will be a slight local difference regarding the flavours: in Belgium, the Netherlands and France, the flavours will be lemon, raspberry and black cherry, but in Germany, the latter will be replaced by passion fruit.

Hard seltzers have little to do with beer, except the alcohol percentage, which is 5 per cent, close to that of traditional lagers. Apart from that, the drink consists of sparkling water and fruity flavours. Especially among younger people, it is a popular alternative to existing alcoholic beverages: it is easier to drink and low in calories. Mike’s Hard Seltzer, for example, only contains 100 calories per 33 cl can.

In the United States, that popularity has translated into a market that is now worth more than three billion euros. In the UK, where Mike’s Hard Seltzer has been available since 2019, the market has already grown to a value of 600 million pounds (around 700 million euros).
 

“Beyond Beer”

“The hard seltzer segment is attracting a lot of new target groups,” states Elise Dickinson, marketing manager for hard seltzers for AB InBev Europe. “From beer drinkers to wine or spirits lovers, who are all looking for a refreshing alternative.”

The success of the hard seltzers is helping AB InBev to diversify its beverage portfolio further. While the company remains a beer brewer first and foremost, its Beyond Beer division is rapidly gaining momentum. It includes not only hard seltzers but also wines, spirits and pre-mixed cocktails. The division posted double-digit growth in 2020 and now accounts for annual sales of one billion dollars (800 million euros).