The ready-to-drink beverage leads the hard seltzer craze in the UK, launching in Morrisons and Tesco nationwide
Mike’s Hard Seltzer, a light alcoholic sparkling water backed by ZX Ventures, AB InBev’s global growth and innovation group announced the national launch of the refreshing canned beverage direct to consumers on the Mike’s Hard Seltzer site, and into Morrisons and Tesco stores.
Off the back of a successful London launch in October 2019, the brand, formerly known as Mike’s Hard Sparkling Water, has continued to refine its product based on local tastes. Mike’s refined its branding and formulation to perfect a hard seltzer that is refreshingly light with a more intense taste, and is available in three flavours including Lime, Lemon and Black Cherry. With a 5% ABV, and recommended retail price of 1.99 GBP per can, the punchy formula uses real fruit juice, providing a burst of natural flavour without the artificial sweeteners you’ll find in other ready-to-drink beverages.
Hard seltzer has become an unstoppable trend in the U.S. drinks market, and there is strong consumer interest growing in the UK where 85 per cent of consumers drink RTD products — a market that is now worth over £330 million. Furthermore, in a recent study carried out by Kantar, 46 per cent of alcohol drinkers and 76 per cent of beer drinkers in the UK would seriously consider hard seltzer as a first choice, indicating the high demand for this product.
“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.” said Ana De La Guardia, product owner at Mike’s Hard Seltzer. “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.”
In addition to Morrisons and Tescos, Mike’s Hard Seltzer will be available on Ocado and in over 250 convenience stores across the UK. For more information on stockists, please see here.
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