Molson Coors to launch Coca-Cola’s hard seltzer in US

Molson Coors has inked an exclusive agreement with Coca-Cola to manufacture, market and distribute Topo Chico Hard Seltzer in the US.

Coca-Cola announced its plans to launch a new hard seltzer product under its Topo Chico brand in the Latin America market, earlier this year. Topo Chico Hard Seltzer marks Coca-Cola’s first foray into the increasingly popular hard seltzer market and its first alcoholic beverage in the US for decades.

As part of the agreement, Molson Coors will use its marketing, sales and distribution capabilities for a scaled national launch in the first half of 2021, prioritising markets where Topo Chico sparkling mineral water already has strong presence. Initially, the production and packaging of the products will be handled by a third party.

The exclusive agreement marks the latest step by Molson Coors Beverage Company’s to grow its above premium portfolio and become a major competitor in the fast-growing hard seltzer segment. The company’s aim to expand beyond beer was announced as part of its revitalisation plan last year.

“Building on the incredibly successful launches of Vizzy and Coors Seltzer earlier this year, we are thrilled that Molson Coors will launch Topo Chico Hard Seltzer in 2021,” said Gavin Hattersley, CEO of Molson Coors.

Topo Chico Hard Seltzer blends purified sparkling water, a gluten-free alcohol base and natural flavours, with minerals added for taste. The line will come in four flavours: Tangy Lemon Lime, Exotic Pineapple, Strawberry Guava and Tropical Mango.

According to Coca-Cola, the move will enable its hard seltzer to come to market at a faster and more efficient pace.

Dan White, VP of strategic initiatives at The Coca-Cola Company, added: “The Coca-Cola Company and Molson Coors have a shared passion for building and growing some of the world’s most beloved brands.

“In bringing Topo Chico Hard Seltzer to market, our focus is speed, quality and efficiency. Our relationship with Molson Coors Beverage Company allows Topo Chico Hard Seltzer to launch with scale, at an accelerated pace, delivering a product that consumers will love.”

Earlier this month, Molson Coors announced a joint venture with D.G. Yuengling & Son to expand the geographic footprint of Yuengling’s beer.