Hard Seltzer drinks land in Spain through Mahou San Miguel

Mahou San Miguel brings hard seltzer to Spain with Glowy, a proposal based on natural fermentation from whole cane sugar.

In this way Mahou San Miguel becomes the first large Spanish brewery to bet on the hard seltzer segment.

Hard Seltzer: is a sparkling (or carbonated) water enriched with almost 5% alcohol by volume, more or less similar to a light beer. Its appeal lies in its low content of carbohydrates, sugar and calories. For this reason, it is considered an alternative, and a healthy one, to other alcoholic drinks. [/your_note]

Glowy is made from natural ingredients and aromas. For the launch there will be three versions available: mandarin and grapefruit, lime and mint and cherry. It will be available in the food and hospitality sector, initially in cities such as Madrid, Salamanca and Valencia.

Photo: mahou-sanmiguel.com


Mahou San Miguel to the conquest of the Hard Seltzer segment

With this new project, Mahou San Miguel enters the segment of seltzer drinks. It also enters the category of ready-to-drink beverages (RDT). Hard seltzer drinks are having great success in countries such as the United States. In that country it presented a growth of 250% according to data provided by Nielsen.

The number of adults consuming hard-seltzers in bars and restaurants grew by 73 percent between spring and fall 2019 in the United States. Its development was more visible in the hospitality sector than in the food sector. In Europe, it is in the United Kingdom where the greatest number of seltzer drinks have emerged. As an example, the brewer AB InBev joined the production of seltzers with the brand Mike's Hard Sparkling Water.

"Hard seltzers were a phenomenal success in the US in 2019. And by the end of the year they were already larger in terms of consumption volume than the entire vodka category in the US". Said Brandy Rand, CEO of IWSR in America.

Brandy Rand added that the drink's forecast includes a CAGR (compound annual growth rate) of 20.9% from 2019 to 2024.

The popularity of these drinks is also due to growing health concerns. And the search for a healthier lifestyle. These types of drinks have seduced people of all ages, and managed to displace beer, wine and spirits.



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