The popular Mike’s Hard Seltzer is expanding its distribution footprint in Europe. Already popular in the UK, the popular drink from Anheuser-Busch InBev (NYSE: BUD) will soon be available in Belgium, France, Germany, and the Netherlands.

Not to be confused with Mike’s Hard Lemonade Seltzer sold in the US, Mike’s Hard Seltzer is distributed by AB InBev abroad. The Mike’s Hard brand in the US, including its new Lemonade Hard Seltzer, is owned by Mark Anthony International – the makers of White Claw.

The product was originally launched as Mike’s Hard Sparkling Water to UK markets in 2019.   Those plans were scrapped in early 2020, when the “hard seltzer” movement in the US quickly embraced the seltzer moniker. 

“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,” said Ana De La Guardia, product owner at A-B InBev, at the time of the rebranding in early 2020.

Each can still contains a fairly standard 100 calories, 2 grams of sugar, and 5% ABV. It is also both vegan and gluten free.

Mike’s Hard Seltzer is currently available in Black Cherry,  Lime, and Raspberry in the UK, Belgium, France, and the Netherlands. It’s available in Lime, Raspberry, and Passionfruit in Germany. Made with real fruit flavor, it contains no artificial sweeteners.

One of the fastest growing drinks categories in the UK, the hard seltzer market is expected to reach £600m by 2025. Yet it is still taking off in parts of Europe, and this marks a major expansion for the brand.

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“The hard seltzer segment is drawing in many new audiences – from beer drinkers to wine and spirit drinkers looking for a refreshing option with 100 calories per can and 5% ABV. Since our initial launch in the UK in 2019 we’ve seen the category really start to catch on in a relatively short time,” said Elise Dickinson, hard seltzers marketing manager for AB InBev, Europe.

“We want to be a company that brings all people, not just “beer people”, together and hard seltzers are an integral part of this. With awareness and demand across Europe starting to increase, we’re well-placed to help retailers tap into this exciting market and strongly believe that hard seltzers have a bright future.”

Mike’s Hard Seltzer is currently available in Belgium, Germany, and the Netherlands, and will hit French markets in mid-May.

The drink offers a lighter alternative to consumers seeking a full flavor alcoholic beverage with fewer sugars, carbs, and calories than beer or wine.

“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,” said the brand’s product owner, Ana De La Guardia.

“Our product is all of the fun without the compromises, and we want consumers to taste that… and we’ll be looking to expand our footprint as demand for this category inevitably continues to grow,” she added.

Based in Leuven, Belgium, AB InBev is the world’s leading brewer. In 2020, the company’s portfolio of hard seltzers grew at twice the rate of the industry.

Indeed, Anheuser-Busch has spend the last 18 months investing heavily in hard seltzer, and it is exciting to see the company expand Mike’s territory. Yet will we ever see Mike’s Hard Seltzer in the US? We Yanks may only see Mark Anthony’s lemonade seltzer stateside, but cheers to its British cousin growing in Europe.

Erin Grafton
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