Mike’s Hard Sparkling Water set to make splash in the UK

  • Mike’s Hard Sparkling Water is a new alcoholic drink launching in the UK market
  •  A simply refreshing alcoholic beverage: 5% ABV, 0g sugar, 99 calories per can with a hint of natural flavours
  • With the appetite for ‘alcoholic sparkling water’ on the rise in the US, Mike’s Hard Sparkling Water is set to lead the way for the category in the UK 

ZX Ventures Lab has unveiled a refreshing new product set to hit the UK. Later this month the company will be launching Mike’s Hard Sparkling Water– an alcoholic sparkling water that is natural and refreshing, with 5% ABV and 99 calories per 330ml can.

The new launch follows the success of the alcoholic sparkling water market in the US with these beverages described as “the drink of the summer” by the New York Times. The category looks set to take off in a similar fashion in the UK with the alcohol-based RTD category growing faster in the off-trade than beer, wine, cider and spirits[1]. Mike’s Hard is looking to capitalise on this and champion both of these trends with its refreshing new product.

Leading a more balanced and active lifestyle is becoming increasingly prevalent amongst consumers, who are looking for healthier drink options that still taste great. Containing only natural flavours, 0g sugar, no artificial sweeteners and 99 calories, the new Mike’s Hard Sparkling Water range aims to tap into the demand from health-conscious consumers, with 73% of Brits trying to lead a healthier lifestyle.[2]

ZX Ventures Lab is committed to meeting consumer demand with relevant and innovative products and Mike’s Hard Sparkling Water fits the bill; offering a low-calorie alcoholic drink that doesn’t compromise on taste. The refreshing range of lemon, lime and black cherry flavours all offer a hint of natural flavour without the added sugar and with a light alcoholic hit. With the consumer appetite for RTDs burgeoning, alcoholic sparkling water offers a refreshing alternative to the existing range of products in the category.

The popularity of RTDs has grown as shoppers are leading busier lives and are looking for low calorie, low sugar, alcoholic drinks to consume on-the-go. Mike’s directly taps into this consumer trend containing 0g of sugar and natural flavours in a pre-mixed format that can be easily consumed whilst on the move.

Mike’s Hard Sparkling Water will initially be launching in the convenience channel with e-commerce and grocery to follow. The modern yet sleek packaging and playful name will help the brand appeal to a millennial audience who may be looking for a low-calorie but great-tasting drink to enjoy as part of a balanced lifestyle.

Ana De La Guardia, General Manager at Mike’s said “We’re so excited to launch Mike’s Hard Sparkling Water here in the UK. We’ve seen how quickly the alcoholic sparkling water market has grown in the US and we believe now is the time to bring the trend to the UK. Brits are leading healthier lives and as such there is a demand for an alcoholic drink with natural flavours that is low sugar, low calorie and low ABV, but retailers aren’t currently equipped to offer these options. It’s important for us to provide our customers with products that not only directly respond to consumer needs to drive sales – but most importantly, taste good!”

Mike’s Hard Sparkling Water will be launching in convenience stores and e-commerce with an RRP of £1.99 per 330ml can, £6.50 per 4-pack single flavour and £9 for 6 pack variety.

[1] Nielsen data, December 2018

[2] McKinsey – Western Europe’s consumer-goods industry in 2030