Molson Coors Beverage Company has launched Movo, a new line of canned wine spritzers, across the US as it aims to capitalise on the fast-growing wine category.
With 100 calories per can and a 5.5% ABV, Movo is available in three flavours: Peach White Blend, Raspberry Rosé and Blood Orange Sangria.
Made from wine, sparkling water, fruit juice and natural flavours, Movo contains no added sugar and is gluten-free.
Described as ‘refreshingly bold, bubbly and portable’, Molson Coors claims to have positioned the spritzers as modern, sessionable foil to traditional wine.
The new brand forms part of its revitalisation plan, as it aims to enter new beverage categories and create new vehicles for growth of beer and follows the unveil of its new corporate logo and corporate identity.
Movo is therefore among a series of recent launches by Molson Coors including two new hard seltzer product lines – one through its Coors brand and one under a new brand called Vizzy – and Leinenkugel’s Spritzen, a line of beer with a splash of seltzer.
Most recently, Molson Coors formed a joint venture company with Hexo in Colorado which will explore the opportunities for non-alcoholic CBD beverages in the state.
“Traditional canned wine tends to be heavy, but Movo Wine Spritzers are light, refreshing and easy-to-drink,” said Lisa Rudman, who oversees the brand as director of North American marketing innovation at Molson Coors.
Rudman added: “We wanted to rewrite the rules of traditional canned wine and give drinkers a better option.”
Movo’s debut will be accompanied with a digital-led campaign that includes a heavy social media presence and online videos.
While the product has appeared on shelves throughout March, Movo has now launched nationwide and is available as a pack of four 8.4oz slim cans.
© FoodBev Media Ltd 2022
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