Constellation Brands has entered into an agreement with The Coca-Cola Company in the US to launch alcoholic beverages under the Fresca brand.
The partnership will bring the Fresca brand into the beverage alcohol sector with a new line of spirit-based, ready-to-drink cocktails.
The new brand, named Fresca Mixed, is expected to launch this year, starting with the cocktails using real spirits.
Mallika Monteiro, Constellation Brands’ chief growth, strategy and digital officer, said: “One of the core tenets of our innovation strategy is a belief in the power of extending strong and trusted brands in thoughtful ways to bring to market unique products that resonate with consumers. This is an exciting agreement that allows us to continue expanding our premium portfolio in ways that deliver distinctive consumer value propositions that include things like more flavour, different alcohol bases and functional benefits”.
The products will be produced and marketed by Constellation Brands and distributed through the company’s networks, leveraging its consumer knowledge, brand-expansion capabilities, beverage alcohol expertise and retail and trade relationships to secure national distribution.
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