Budweiser UK has announced the launch of Bud Light Seltzer, as it looks to take advantage of the growing alcoholic sparkling water trend.

The product will be available to retailers from 29 April in lemon-lime, passionfruit and strawberry flavours at an RRP of £2 per can. Each can contains 95 calories, and the ABV is 4%.

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Additionally, it will sponsor the Men’s England football team, ahead of Euro 2020, making it the first official hard seltzer to do so. According to Budweiser, 55% of shoppers are more likely to opt for brands which are official sponsors of football tournaments.

Alongside a growth forecast for hard seltzers, which anticipates them hitting £600m in sales by 2025, the supplier says it presents a unique growth opportunity for retailers this summer.

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Elise Dickinson, Bud Light Seltzer marketing manager, said: “Seltzers have taken the US by storm, and we are seeing the signs of a similar appetite in the UK.

““Our variety of fruity flavours presents consumers with a refreshing alternative as we welcome the warmer months. With the strength of the Bud Light brand behind it, we are confident it will prove to be a real growth driver for our off-trade customers.”

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