Monaco Hard Lemonade owner Atomic Brands has signed a marketing deal with Ultimate Fighting Championship [UFC] for the vodka-based RTD brand.
The “multi-year” arrangement, which takes effect this week, will see Monaco leverage “key UFC assets, including live events and broadcast features in select US-based Pay-Per-Views”. Available across the US in 35.5cl cans for US$2.50-$2.99 each, the 9%-ABV brand will hold ‘Official Hard Lemonade’ and ‘Official Canned Vodka Cocktail of UFC’ status.
Financial details and the duration of the partnership were not disclosed.
As well as a branding presence in the ‘Octagon’, Monaco will also front content that will be pushed through UFC’s digital and social media channels, which have a reach of around 230m worldwide.
“Customer demand for ready-to-drink beverages continues to grow,” said UFC’s senior VP of global partnerships, Grant Norris-Jones. “With a median fan age of 36, the youngest among major sports in the US, UFC is in the best position to help our alcohol and spirits partners reach those consumers.”
Late last year, E&J Gallo Winery’s Spirit of Gallo division secured ‘Official Ready to Drink Vodka of UFC’ status for the Wildcard RTD extension of vodka brand New Amsterdam.
Miami-based Atomic Brands set up the Monaco Cocktails business 11 years ago. In March, the unit added a third flavour to the Hard Lemonade portfolio, with strawberry joining the original and peach variants.
Why being a challenger brand is no substitute for having a moral code – Comment
