Molson Coors Beverage Company has increased production capacity for its Vizzy, Coors Seltzer and Blue Moon LightSky products by more than 400% at its Fort Worth and Milwaukee breweries.
In its third-quarter results, the company said that it expected to take a double-digit share of the US hard seltzer market by the end of 2022 and announced that it was expanding its hard seltzer production capacity to support this growth.
Molson Coors has also invested to meet demand for its LightSky citrus wheat beverage, which it says is the number one new beer of 2020, according to Nielsen.
In Milwaukee, the company has installed a new can filler, allowing the brewery to package nearly 2,000 cans of Blue Moon LightSky per minute.
Molson Coors has also invested ‘millions of dollars’ to install new equipment at the Fort Worth Brewery to further modernise the facility.
These expansion projects are the latest in a series of moves Molson Coors has made as part of a revitalisation plan announced last year after the company recorded a continuous decline in its third-quarter results.
The revitalisation plan has seen the drinks producer streamline its organisation, rebrand as Molson Coors Beverage Company and explore new product categories such as hard seltzer to grow ‘beyond the beer aisle’.
“We’ve seen tremendous growth in Vizzy, Coors Seltzer and LightSky since each of these products were introduced earlier this year, and we’re full steam ahead from a production standpoint,” said Brian Erhardt, chief supply chain officer at Molson Coors.
“These investments will allow us to keep up with demand as we work to aggressively grow our above-premium portfolio and prepare for additional product launches that the revamped Fort Worth and Milwaukee breweries are able to handle.”
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