Molson Coors unveils first non-alcoholic beverage products

Molson Coors has unveiled its first range of non-alcoholic products, which will be released later this year as part of its strategy to move beyond beer.

Four new non-alcoholic products ranges will be released in the US by the company. The first new product will be a low-calorie, probiotic seltzer released through the new Huzzah brand, which will launch this September in Southern California. Three flavours will be available initially: strawberry & hibiscus, juicy pear and raspberry & lemon.

Following the release of Huzzah, three other brands will be launched: MadVine, a plant-based diet soda containing zero calories and zero sugar; Golden Wing, a grain-based milk alternative made with barley and without stabilisers or additives; and a yet-to-be-announced nootropic performance beverage.

All four beverages have been developed in partnership with California-based beverage incubator LA Libations. Molson Coors formed a multi-year partnership with the company last year, in an effort to establish a foothold in the non-alcoholic beverage space.

This strategy forms part of the company’s overall efforts to broaden its beverage portfolio beyond beer, due to falling beer sales. The company changed its official name to Molson Coors Beverage Company earlier this year to reflect this change of strategy.

Pete Marino, president of emerging growth for Molson Coors Beverage Company, said: “We’re following through on our promise to seek out new opportunities beyond beer, and we’ll continue to innovate and move into new spaces as it’s an important part of our long-term strategy.

“This is just the start of our entrance to the marketplace with breakthrough brands, and we couldn’t have a better partner to embark on this journey with than LA Libations.”

Adam Louras, vice-president of operations and product development at L.A. Libations, added: “Each of these beverages micro-targets a group and problem-solves a very specific challenge that maybe hasn’t been looked at before.

“That’s why I’m excited about these products—they are designed with real people in mind, and I’m pumped to get them in my own fridge.”