Late to the Game, AB InBev Still Sees Victory in Seltzers

The logo of Anheuser-Busch InBev pictured outside the brewer’s headquarters in Leuven, Belgium, on Feb. 28, 2019. Francois Lenoir/Reuters

Having missed out on the hottest new alcohol trend in the United States, Anheuser-Busch InBev reckons it can still overhaul rivals by ramping up innovation, marketing, and harnessing its top brand, Bud Light.

White Claw and Boston Beer Company’s Truly have built strong leads in the U.S. market for hard seltzers—sparkling water with alcohol and flavouring.