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Anheuser-Busch InBev Acquires SpikedSeltzer, Entering Emerging Category

September 12, 2016

Anheuser-Busch InBev (ABI) has made a move into the burgeoning hard seltzer category, acquiring SpikedSeltzer marketer Boathouse Beverage for an undisclosed sum. Founded in 2013, Boathouse’s SpikedSeltzer has had an impressive run over the past few years. Now available in around 15 states, SpikedSeltzer is expected to sell around 40,000 barrels this year. Anheuser-Busch is expected to ramp up production of the 6% abv SpikedSeltzer, which comes in flavors like Cape Cod Cranberry, Valencia Orange, West Indies Lime and Indian River Grapefruit.

While the Norwalk, Connecticut-based Boathouse currently sub-contracts production of its seltzer brand to North American Breweries and Blues City Brewery, it will soon shift to ABI’s brewery in Baldswinville, New York. Hard seltzers have come on the heels of the early success of hard sodas such as Not Your Father’s Root Beer, Coney Island Hard Root Beer and Henry’s Hard Soda. Boston Beer introduced its Truly Spiked & Sparkling seltzer earlier this year, while Mark Anthony Brands—marketer of Mike’s Hard Lemonade—rolled out its White Claw Hard Seltzer soon after. —Peter Zwiebach

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