Molson Coors, Coca-Cola to partner on product in Canada
Molson Coors Beverage Company has entered an exclusive agreement with The Coca-Cola Company to manufacture, market, and distribute Topo Chico Hard Seltzer in Canada, taking another step in its plan to grow the company’s above premium portfolio and try and become a leader in the hard seltzer segment.
The product is scheduled to launch in the summer of 2022 throughout most of the country, with the Canadian debut taking place one year after the launch of Topo Chico Hard Seltzer in the United States.
“Considering the massive sales success of Topo Chico Hard Seltzer in the United States, we have full confidence that the brand will bring new Canadian consumers into the hard seltzer segment,” said Frederic Landtmeters, president and CEO of Molson Coors Canada. “This represents another significant step in growing our above premium portfolio, and another example of us executing on our revitalization plan to build a brighter future for Molson Coors.”
Despite being launched in 16 different markets in the United States, Topo Chico Hard Seltzer occupies the No. 3 slot as a new item in the general malt beverages category. The brand also garnered a 2.4 per cent share of the U.S. market according to IRI’s multi-outlet and convenience store data.
“The Coca-Cola Company and Molson Coors have created a strong relationship to bring Topo Chico Hard Seltzer to market and are excited to expand the availability of the Hard Seltzer to the Canadian market,” said Dan White, chief of new revenue streams, Coca-Cola North America operating unit. “Following the successes we’ve seen in the U.S., we remain focused on supporting Molson Coors as they implement with speed, quality and efficiency, delivering a product that we know Canadians will love.”
The hard seltzer will be developed in four flavours including: Tangy Lemon Lime, Exotic Pineapple, Strawberry Guava and Tropical Mango, which will be available in a 12-pack slim can variety pack, as well as single serve cans in select flavours.
Topo Chico Hard Seltzer represents the third hard seltzer brand in the Molson Coors portfolio currently available in Canada.
The agreement is the latest in a series of steps Molson Coors has made to grow the business by maintaining its core brands, growing its portfolio of above premium beverages, expanding beyond beer altogether and investing in the company’s core capabilities. In May 2021, Molson Coors announced it is investing $100 million in its Canadian operations to more than quadruple in-house production capacity for hard seltzers.