Molson Coors Beverage Company has secured an exclusive distribution partnership with Bodega Bay to support the roll-out of the brand’s hard seltzer range in the UK.
The agreement will take place from June and will see Molson Coors support the further distribution of Bodega Bay in UK stores.
The company’s latest move forms part of its re-branding as Molson Coors Beverage Company as it aims to expand its portfolio beyond beer. Since its re-branding, Molson Coors has launched canned wine spritzers and two hard seltzer product lines in the US
Its new distribution partnership will enable Molson Coors to move into the ‘growing’ hard seltzer category in the UK.
Bodega Bay offers a range of low-calorie sparkling drinks with a 4% ABV in two flavours: Elderflower, Lemon & Mint, and Apple, Ginger & Acai Berry. Following the brand’s launch in the UK last year, Bodega Bay has secured listings in premium retailers such as Harrods and Harvey Nichols and more recently in Sainsbury’s and Morrisons.
With the new partnership, Bodega Bay aims to further scale its UK presence, with future plans to scale internationally targeting Western Europe markets, Australia, Japan and South Korea.
“The growth and opportunity in the hard seltzer category is clear, but we wanted to partner with a brand we felt had the ability, because of the sheer quality of the drink and brand proposition, to become a cornerstone of the category as it grows,” said Jim Shearer, category, insight and innovation director for EMEA & APAC at Molson Coors Beverage Company.
He continued: “With Bodega Bay we feel we have the perfect brand and partner to help our customers make the most of the hard seltzer opportunity and build real longevity into the category.”
Charlie Markland, founder of Bodega Bay, added: “Joining forces with Molson Coors feels like a really natural and right next step for us. We wanted to work with a partner who had real presence in the trade, who could help us scale up, but also who had clear expertise and strength in managing and growing a new premium brand. We’ve seen the team at Molson Coors do that with Doom Bar, with Rekorderlig and Aspall.”
© FoodBev Media Ltd 2021
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