The Coca-Cola Co. will launch Simply-branded alcoholic drinks in the United States this summer, in partnership with beer giant Molson Coors, as the soft-drink maker doubles down on its adult drinks portfolio.
Soft-drink makers including the Monster Beverage Corp. and PepsiCo, Inc. have been branching out to the alcohol space, as traditional boundaries between the categories rapidly blur.
Coca-Cola launched an alcoholic version of its Topo Chico sparkling water with Molson Coors about a year ago, before tying up with Constellation Brands, Inc. to introduce Fresca-branded ready-to-drink cocktails.
New Brands
“Over the past two years, we’ve seen success by shaking up existing categories with new brands that have clear, compelling points of difference, like Coca-Cola’s Topo Chico Hard Seltzer, Vizzy Hard Seltzer, and ZOA Energy Drink,” said Michelle St Jacques, Molson Coors’ chief marketing officer.
“Now we have a huge opportunity to leverage the power of Simply – a brand known for real juice and big flavour – to disrupt the full-flavour alcohol segment in a way that’s never been done before,” continued St Jacques.
Molson Coors will launch the Simply Spiked Lemonade in multiple flavours this summer, in a variety pack featuring 12 slim cans, the Coors Light beer-maker announced.
The flavours will be inspired by some of Simply’s best-selling non-alcoholic products, including strawberry lemonade, watermelon lemonade, blueberry lemonade, and signature lemonade.
‘Thriving Relationship’
Daniel White, chief of new revenue streams, Coca-Cola North America, said, “The Coca-Cola Company and Molson Coors have a thriving relationship in North America. The proof is in the success of Topo Chico Hard Seltzer’s national expansion and the introduction of Topo Chico Ranch Water Hard Seltzer.
“With this momentum, we are excited to expand our relationship with products inspired by another one of our most valuable brands, Simply. We believe people will be excited to try this delicious beverage when it arrives on shelves later this year,” White added.
Simply, known for its juices, is Coca-Cola’s second-largest US brand in terms of revenue, after its eponymous line.
News by Reuters, with additional reporting and editing by Donna Ahern, Checkout. For more drinks stories, click here. Click subscribe to sign up for the Checkout print edition.
