From Crop to Consumption

Molson Coors unveils new non-alcoholic products

Molson Coors has unveiled a new slate of non-alcoholic beverages that it intends to roll out to select markets this fall as part of the company’s efforts to expand beyond the beer aisle and reach more consumers seeking better-for-you options.

The headlong dive into non-alcohol represents a significant component of Molson Coors’ plans to diversify its portfolio beyond its core brewing business, a journey company leaders laid out last October as part of a corporate restructuring and revitalisation plan that included a rebranding.

“While beer always will be core to who we are as a company, building a strong portfolio of beverages outside the traditional beer category to meet evolving consumer preferences is a critical part of our long-term strategy,” said Pete Marino, President of Emerging Growth for Molson Coors, a division formed last year as part of the restructuring.

“We’re all in. We’re following through on our promise to seek growth beyond the beer aisle, and we’ll continue to innovate and move into new and exciting spaces.”

The first to hit shelves is Huzzah!, a probiotic seltzer that contains 3 grams or less of sugar per 12-ounce can.

Available in three flavours — Strawberry & Hibiscus, Juicy Pear and Raspberry & Lemon — Huzzah! has launched direct-to-consumer sales via its website, and plans to roll out in retail stores in Southern California this month.

Developed in-house in Fairfield, California, the seltzer contains added probiotics to support a healthy gut.

Huzzah! is the first non-alcoholic launch since the company took a significant long-term minority stake in California-based beverage incubator L.A. Libations last November.

L.A. Libations, with its track record of developing blockbuster non-alcoholic products and deep relationships with retailers, is playing a major role in Molson Coors’ efforts to build its non-alcohol portfolio, Mr Marino said.