AB InBev launches Bud Light hard seltzer

The world’s largest brewer, AB InBev, has launched a hard seltzer version of one of its most popular beer brands.

Bud Light Seltzer is AB InBev’s latest entry into the hard seltzer category, and will launch in the US early next year. The seltzers are made with sparkling water, real cane sugar and natural fruit flavours, according to a statement from AB InBev, and come in four varieties; black cherry, mango, lemon lime and strawberry.

Each can contains 100 calories, 5% ABV, 2g of carbs and <1g of sugar, according to the brewer.

Bud Light’s vice president of marketing, Andy Goeler, said that the beer brand is evolving to “meet the needs and changing demands of our consumers.”

According to CGA data, sales of mainstream lager have been in decline for some time. Volumes have fallen 5.6% in the past four years, but equally, values have risen 5.5% in the same period, showing that consumers are opting for more premium styles.

Meanwhile, other categories are experiencing rapid growth. Sales of hard seltzer surpassed US$1 billion in the year ending in August 2019 — up almost 200% compared to last year, according to Nielsen data.

Goeler said seltzer is bringing “excitement” to the alcohol sector as a whole, and hopes that AB InBev can “leverage the power of Bud Light to help grow the category.”

“Our brewing team created the perfect hard seltzer for any occasion using a unique five-step filtration process and the highest quality ingredients like sparkling water, real cane sugar, and natural fruit flavour,” he said.

“Seltzer has brought excitement to the entire category and brought consumers back to beer. We are looking forward to leveraging the power of the Bud Light brand to help grow the category.”

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