Bud Light now has its own hard seltzer brand to take on White Claw’s utter market dominance.
It’s more like Anheuser-Busch InBev--parent company of Budweiser, Corona, Stella, Beck’s, and many others--now has a hard seltzer brand that just happens to share the name with Bud Light. The biggest alcohol and brewing company in the world is hoping that name recognition will help them overturn White Claw as the default hard seltzer beverage.
Do not be confused by the name: Bud Light Seltzer is not a beer. It’s a hard seltzer, which is basically just a combination of carbonated water, flavoring, and alcohol. That said, Bud Light Seltzer follows the same formula as White Claw, which makes it a low-calorie drink to get you blitzed on a summer day.
Bud Light Seltzer will come in four flavors, which include black cherry, lemon-lime, strawberry, and mango. You'll be able to buy it in 12-packs of 12-ounce or 25-ounce cans. The drink arrives in the early part of 2020.
"Seltzer has brought excitement to the entire category and brought consumers back to beer," said Andy Goeler, Bud Light's vice president of marketing. "We are looking forward to leveraging the power of the Bud Light brand to help grow the category."
CNN reports that Bud Light Seltzer will be priced somewhere in between Natural Light and Bon & Viv, two different hard seltzers already owned by AB InBev. If that doesn't make sense, just expect Bud Light to undercut White Claw in the price department. Economies of scale and all that.
White Claw currently has a dominant 58% share of the hard seltzer market after it's debut in 2016. It quite grew the hard seltzer market to become a billion-dollar industry which is expected to grow to $3 billion over the next three years.
However, hard seltzer is definitely a summer drink. Winter has arrived in much of the north, which means it’s time for beer, scotch, and other warm liquors. Releasing Bud Light Seltzer into this climate doesn’t seem like the smartest move. Perhaps AB InBev just wants to ensure that their seltzer is around in time for next summer when the real hard seltzer season begins anew?