AB InBev’s incubator wing ZX Ventures is to launch US smash hit drinks brand Mike’s in the UK this month with a trio of hard seltzers.
The three flavours – lemon, black cherry and lime – are all zero sugar, ringing in at 5% abv and containing 99 calories per 330ml can (rsp: £1.99).
The brand will launch initially into the convenience channel, with e-commerce and grocery to follow.
”The modern yet sleek packaging and playful name will help the brand appeal to a millennial audience who may be looking for a low-calorie but great-tasting drink to enjoy as part of a balanced lifestyle,” said ZX Ventures.
Hard seltzers have taken the US by storm over the past year: one UBS analyst previously told Business Insider the category could be worth $2.5bn by 2021.
Now the omens for a British hard seltzer boom are growing: The Grocer revealed this summer that US hard seltzer market leader White Claw was eyeing a UK launch.
But it’s not just US brands looking to make their mark. A raft of British brands are launching hard seltzers, too.
The latest, called Drty, launched this week into Amazon, Ocado and 31 Dover in white citrus and raspberry rosé flavours.