Coca-Cola and Molson Coors partner on Simply spiked lemonade
Beverage giants Coca-Cola and Molson Coors are teaming up once again, this time on a range of 5% ABV ready-to-drink (RTD) Simply spiked lemonades.
Coca-Cola is dipping its toe into the alcohol beverage sector with increasing regularity and previous saw success in the launch of its Top Chico Hard Seltzer, once again in partnership with Molson Coors.
Then came the news that Constellation Brands and Coca-Cola were to launch a range of spirits-based ready-to-drink canned cocktails under Coke’s Fresca label.
Now, Coca-Cola and Molson Coors are buddying up once more, this time on a range of 5% ABV, RTD spiked lemonade expressions.
The two companies announced on Tuesday (25 January) that the flavoured spiked lemonades would be released under Coca-Cola’s Simply brand.
Molson’s Chief Marketing Officer Michelle St. Jacques told CNN that Simply is Coke’s second-largest brand in the US, generating some US$1bn in revenue.
“Simply is known for its bold flavor and real fruit juice and there’s a great opportunity to create a new brand (in the alcohol aisle),” she told CNN Business.
During the rolling lockdowns of 2020 much of the on-trade in the US was forced to close, prompting consumers to switch to cocktail-making at home and generated booming purchases of canned cocktails. That market segment grew by 52.7% compared with 2019, accounting for 7% of volumes in the alcoholic ready-to-drink category according to IWSR.
While that growth slowed significantly in 2021, Coca-Cola and rivals PepsiCo appear to be betting on the continuing popularity of low-alcohol, RTD cocktails.
Meanwhile, Monster Beverage has also signalled its intention to join the beverage alcohol market after announcing a deal worth US$330 million for craft beer and hard seltzer producer CANarchy Craft Brewery Collective LLC.
Coca-Cola and Molson Coors’ Simply Spiked Lemonade will be sold in variety packs of 12 and as individual cans. They are expected to go on sale this summer.