Molson Coors Beverage Co has outlined intentions to expand the portfolios of three of its brands “into more occasions where consumers are looking for a refreshing beverage”.
The approach, which will be realised in time for the start of next year, centres around flavour extensions for the Redds Wicked, Simply Spiked and Topo Chico Hard brands. The “strategic flavour innovations” have been tasked with inviting new LDA consumers to their respective categories while also targeting the convenience store sales channel in the US.
Starting with Redds Wicked, and the beer brand’s four-strong roster will be boosted by Apple Bites, a stronger version of the 8%-ABV Wicked Apple. At 12%, the variant will go on sale in January in 22.2cl cans. Simply Spiked, meanwhile, will also up its strength: the RTD’s Bold line will be joined by Simply Spiked Bolder, again at 12% ABV compared to its predecessor’s 8%, and at 22.2cl, versus 47.3cl and 71cl. While Bold consists of two flavours, Cherry Limeade and Signature Lemonade, details of Bolder’s variants were not disclosed.
Finally, Topo Chico Hard’s Margarita Max (8% ABV) will be joined by a strawberry hibiscus-flavoured version. Max is 2% stronger than the three-strong Signature Margarita line, which already has a Strawberry Hibiscus variant.
“Flavour is key to the future of our business,” said Molson Coors’ marketing VP for above-premium flavour, Elizabeth Hitch. “This space brings in new 21+ drinkers and opens the door to win back more drinking occasions.”
Last month, the company confirmed its succession plans at CEO level, with former chief strategy officer Rahul Goyal assuming the position at the start of October. Within a week of starting, Goyal shuffled his senior executive deck, resulting in the pending departure of CCO Michelle St Jacques in a month’s time.
