AB InBev recently announced they were launching Mike’s Hard Sparkling Water in the UK. Going by the disruption that hard sparkling waters have created in the US so far, brand producers globally should be keeping a watchful eye on this rising category.
Within six years, hard sparkling waters, also known as hard seltzers, have grown to account for nearly half (43%) of all US mixed drinks (defined as all ready-to-drink beverages, including FABs and FMBs).
Brandy Rand, IWSR’s COO for the Americas, notes, “hard seltzers have experienced a dramatic rise in the US, spawning innovation and stealing market share, primarily from beer and other mixed drinks categories. We expect to see further hard seltzer innovations launching across global markets.”
Watch the video (linked below) to learn more about:
- The drivers behind the rise of hard seltzers
- The innovation it has inspired
- The impact it is having on the wider beverage alcohol market landscape, both in the US and globally.
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- Irish Whiskey
- Mixed Drinks
- US Whiskey