Molson Coors to launch two hard seltzer brands in the US

Molson Coors is set to release two new hard seltzer product lines – one through its Coors brand and one under a new brand called Vizzy – as the company aims to establish a strong position in the fast-growing hard seltzer market.

Coors Seltzer will launch nationally in the US in July, and will initially boast four flavours: Black Cherry, Lemon Lime, Mango and Grapefruit. Coors Seltzer will be available in variety 12-packs of 12-oz slim cans, as well as 16-oz and 24-oz single cans of the Black Cherry flavour.

The launch represents Molson Coor’s second foray into the hard seltzer space, as the company’s Vizzy hard seltzer brand is set to launch in the US next month.

The Vizzy range will also feature four flavours – Pineapple Mango, Black Cherry Lime, Blueberry Pomegranate and Strawberry Kiwi – and each can in the range contains approximately 100 calories, 1g of sugar and about 5% ABV.

Sofia Colucci, North American vice-president of innovation for Molson Coors, said: “We believe that as the hard seltzer segment continues to grow, consumers will become even more demanding about what’s in their drinks. We’re trying to give consumers what they want.

“Vizzy is still our big national bet in hard seltzers, but there’s no doubt we’ll push on Coors Seltzer given the strength of the proposition and the scale of Coors.

“But we are being smart about this. We’re coming at this market with distinct propositions.”

Andy Morton, drinks deputy editor at research firm GlobalData commented on the release: “Hard seltzer is rushing towards an epic summer showdown in the US this year as the world’s biggest brewers, and the savviest hard seltzer brands on the planet, commence battle around the beaches, bodegas and backyards of America. Who will win? Our money’s on the street-smart, greenfield hard seltzers unencumbered by the dusty weight of brewing history.

“Molson Coors Beverage Co clearly feels the same. Unlike Anheuser-Busch InBev’s Bud Light Seltzer, which received a full-court marketing push that included a Super Bowl ad, the soon-to-be-released Coors Seltzer is playing second-fiddle to Molson Coors’ main hard seltzer play, the all-new Vizzy.

“There’s much to back up Molson Coors’ strategy to support Vizzy over Coors Seltzer. The two leading hard seltzer brands are Mark Anthony Brands’ White Claw and The Boston Beer Co’s Truly, both of which were created for the category. Meanwhile, Bud Light and Corona – along with the rest of the beer sector – are in the midst of a slowdown.”