Molson Coors Beverage Company is investing approximately £5 million in its UK hard seltzer brand, Three Fold, marking the biggest brand investment made by the company in a new category in the UK.
The company launched Bodega Bay, its first foray into the premium hard seltzer category in the UK, back in summer last year. Meanwhile, the hard seltzer market has experienced rapid growth in the US market over the past year, and Molson Coors has witness success with its state-side brands, including Coors Seltzer, Vizzy Hard Seltzer and Proof Point Spiritited Seltzer. In addition, Molson recently quadrupled its hard seltzer production capacity in Canada.
Charlotte Revill, brand manager at Molson Coors, said: “All the signs point to hard seltzers being the next drinks category to firmly establish itself in the UK. We expect its rapid growth in the US to be mirrored here and a major investment in our own product is to ensure that we, and our customers, are at the forefront of this quickly emerging category.”
She continued: “Three Fold was conceived with mainstream adult appeal in mind, taking recognisable flavour combinations, evolved with the lighter, fresher profile that hard seltzers offer. Consumer taste tests have been resoundingly positive, with our range preferred to an extensive competitor set, and it’s incredibly exciting to see it on shelves at some of the UK’s best-known retailers.”
Three Fold, which launched at the end of last year through the brand’s ecommerce site, is now available in Morrisons, off-license chain Bargain Booze and through the UK wholesaler Bestway.
Charlotte added: “The sales performance of hard seltzers speaks for itself and is far higher than normally expected of a new category entrant to the market. Three Fold has certainly followed this trend and sales through our new listing with Morrisons have significantly exceeded expectations.”
Three Fold hard seltzer comes in three flavours – Red Berries, Tropical and Citrus – and is vegan, gluten-free and each 330ml can contains 4% ABV and 93 calories.
© FoodBev Media Ltd 2021
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