Molson Coors invests £25m in new facilities

Molson Coors has invested £25 million to upgrade its facilities at its Burton-upon-Trent factory.  

The investment includes improvements to its cider and beer packing facilities alongside a new hard seltzer canning line.  

Construction is set to start later this year, with the first canned hard seltzers expected from production in Spring next year.  

Flavours from the global brand’s four per cent ABV Three Fold seltzer line will include Citrus, Red Berries and Tropical flavours in 33ml cans.  

The news comes after the company’s Three Fold hard seltzer brand’s multi-media marketing campaign totaling the cost of £5 million launched last month. 

The campaign was the drinks manufacturer’s largest investment in a fresh category to date.

READ MORE: Naked Wines reports £10m loss after heavy investment 

According to the company, Hard seltzer is quickly becoming a popular market in the US, and the drinks manufacturer is hopeful that its new venture will join the alcohol’s breakout into the UK market and “rapidly respond to that growing demand from consumers in this quickly emerging category.”  

“The hard seltzer and ready-to-drink (RTD) categories present a huge opportunity for growth,” Molson Coors Western Europe managing director Phil Whitehead said.  

“The RTD category is the fastest growing in alcohol globally and, while it is early days, we’re seeing strong indications that hard seltzers will prove as popular in Western Europe as they have in the US.” 

“This latest round of investment demonstrates not only our commitment to grow our portfolio but also to our biggest brewery here in Burton and with this investment we are continuing to cement the town’s role as the home of British brewing and a growing drinks industry.” 

The news comes after the drinks producer announced in May that it will be investing $100 million into its Canadian factory to develop hard seltzer facilities. 

The company has injected more than £100 million into its Burton brewery in the last decade and employs 1000 people from the local area.  

FinanceFMCG

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