10 of the biggest Hard Seltzer brands

4. Bon & Viv

Brand owner: AB InBev

US market share: 7.4% (Estimated) as of August 2019, according to Nielsen/Wall Street Journal.)

Launched: 2013 (Spiked Seltzer), 2016 (rebranded as Bon & Viv)

The first incarnation of Bon & Viv was founded in 2013 by Nick Shields, who launched one of the very first hard seltzer brands, SpikedSeltzer. In 2016, Shields sold the brand to Anheuser-Busch InBev (AB InBev), and three years later the brewer relaunched the beverage as Bon & Viv Spiked Seltzer. The ABV of the brand was quickly slashed from 6 to 4.5% along with its sugar content, cutting the calories to just 90 per 12oz can. Today, its flavours include Grapefruit, Pear Elderflower, Clementine Hibiscus and Lemon Lime.

The brand itself is based on two fictional founders, mermaids called Bonnie and Vivian (see packaging), and is also a reference to the phrase “bon vivant”. Early into the seltzer category, it was AB InBev that was responsible for the first and only (for now) hard seltzer brand to appear in an advert during the Super Bowl, in 2019. In it, Bonnie and Vivian are seen pitching their beverage to a group of investor “sharks”, which AB InBev has said was intended to represent its pitch of the brand to the American public.

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