Molson Coors has expanded its agreement with The Coca-Cola Company to develop and commercialise a range of full-flavour alcohol beverages inspired by the American juice brand, Simply.
Molson Coors is set to launch its new Simply Spiked Lemonade variety 12-pack this summer, inspired by some of the Simply’s brand’s best-selling non-alcoholic products.
These flavours include Strawberry Lemonade Watermelon Lemonade, Blueberry Lemonade and Signature Lemonade.
“Over the past two years, we’ve seen success by shaking up existing categories with new brands that have clear, compelling points of difference, like Coca-Cola’s Topo Chico, Hard Seltzer, Vizzy Hard Seltzer and Zoa Energy Drink,” Molson Coors chief marketing officer Michelle St. Jacques.
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“Now, we have a huge opportunity to leverage the power of Simply – a brand is known for real juice and big flavour – to disrupt the full-flavour alcohol segment in a way that’s never been done before.”
The Simply Juice range is currently the second-largest US brand within the Coca-Cola Company with a net revenue of over $1 billion. Its products were frequently mixed with alcohol for cocktails, which inspired the ready-to-drink lineup
Coca-Cola North America operating unit chief of new revenue streams Dan White added: “With this momentum, we are excited to expand our relationship with products inspired by another one of our most valuable brands: Simply.”
The news comes after Coca-Cola partnered with Molson Coors to manufacture and distribute its Topo Chico Hard Seltzer that launched in the US last year.
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