Mike’s Hard Seltzer expands in the UK

Category leading spiked seltzer brand, Mike’s Hard Seltzer, is expanding its presence in the UK this month, having secured listings at Tesco and Morrisons.

Known as Mike’s Hard Sparkling Water, the brand has changed its name to Mike’s Hard Seltzer for the UK market based on consumer feedback. It first entered Britain last October, and is due to go on sale at Tesco and Morrisons stores nationwide on 25 May priced at £1.99 per can.

The brand is the brainchild of ZX Ventures, AB InBev’s global innovation group. The “refreshingly light”, 5% ABV sparkling drink is made with real fruit juice and comes in three flavours: Lime, Lemon and Black Cherry.

“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.

“Our product is all of the fun without the compromises, and we want consumers to taste that.” said the brand’s product owner, Ana De La Guardia.

“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,” she added.

In addition to Morrisons and Tescos, Mike’s Hard Seltzer will be available through Ocado and in over 250 convenience stores across the UK.