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Molson Coors Beverage Company has announced its acquisition of a majority stake in Zoa Energy, a brand co-founded by Dwayne 'The Rock' Johnson, Dany Garcia, Dave Rienzi and John Shulman.

This deal aims to enhance Zoa's distribution capabilities and brand visibility while integrating the energy drink into Molson Coors' broader beverage portfolio.

The partnership, which began in 2021, has now evolved to allow Molson Coors to take full control over Zoa’s marketing, retail, and direct-to-consumer sales strategies.

The company’s executives believe this transition positions Zoa for significant growth, especially as consumer demand for healthier energy drinks continues to rise.

“Molson Coors has been a crucial partner since ZOA’s inception, helping to attract new consumers to the energy category,” said Michelle St Jacques, chief commercial officer at Molson Coors.

The company cites Zoa's impressive metrics, including a 50% repeat purchase rate and the fact that 30% of its customers are new to the energy drink market, as indicators of the brand's potential.

The Zoa brand has made notable strides in recent months, launching a national marketing campaign and revamping its packaging and visual identity.

These initiatives are part of a broader strategy to capitalise on the growing market for better-for-you energy beverages, which are outpacing traditional offerings in sales growth.

Zoe is currently available in over 25,000 retail locations and more than 86,000 points of distribution across North America.

This acquisition is pending standard regulatory approvals and customary closing conditions, marking a significant step in Molson Coors' commitment to expanding its presence in the beverage industry.

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