• UK launch follows the brand’s success in U.S, and comes as consumer demand for the seltzer category soars
  • Available in lemon-lime, passionfruit, and strawberry flavours, Off-Trade customers can stock from 29th April
  • Named the first Hard Seltzer sponsor of the England Men’s football team ahead of the Euros this summer
  • Bud Light Seltzer contains 95 calories and 4% ABV per can

Budweiser Brewing Group UK&I, a proud part of AB InBev, has today announced the launch of Bud Light Seltzer, an alcoholic sparkling water with natural fruit flavours, in the Off-Trade.

One of the fastest growing drink categories in the UK, seltzer hit £5.8m in sales in 2020,[1] and is forecast to reach £600m in sales by 2025, equivalent to the ready-to-drink category.[2] Following on from its success in the US, the launch of Bud Light Seltzer enables Off-Trade customers to tap into this increasingly lucrative market.

Available in lemon-lime, passionfruit, and strawberry flavours, Off-Trade customers can stock the product from 29th April in time for the lifting of national lockdown restrictions, and ahead of the key summer selling moment which last year saw a 36% uplift in sales of seltzers in July and August.[3]

Named as the first ever official Hard Seltzer sponsor of the Men’s England football team, Bud Light Seltzer is set for further sales growth this summer as we welcome the delayed Euros to our screens. Given that 55% of shoppers are more likely to opt for ‘official sponsor’ brands of football tournaments over their usual alcoholic beverage choices, this presents a unique growth opportunity for retailers stocking Bud Light Seltzer.[4]

Containing 95 calories per can and 4% ABV, Bud Light Seltzer appeals to those looking for refreshing, naturally flavoured options – reflecting the popularity of parent brand Bud Light among millennial drinkers, as the under 35s are drawn more towards easy-to-drink formats such as seltzers.[5] This latest addition to Budweiser Brewing Group’s portfolio demonstrates its focus on continuing to innovate to ensure its products meet customers’ needs and cater to evolving consumer drink preferences.

Elise Dickinson, Bud Light Seltzer Marketing Manager says: “We are delighted to be expanding our offering with the launch of Bud Light Seltzer, and we’re looking forward to helping our customers make the most of the growing opportunity that the category brings. 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.

“Customer-centricity is at the heart of our business, and this launch offers yet more choice for our customers and consumer alike.”

Bud Light Seltzer will be available from 29th April 2021, RRP £2.00.

[1] Nielsen Scantrack December 2020

[2] Nielsen data from 2019/10-2020/08

[3] Nielsen Scantrack December 2020


[5] Kantar 52 WE April 20

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