Molson Coors CMO on why the brewer is teaming up with Coca-Cola as it plans to dominate the hard seltzer segment
The Wall Street Journal that the company was still deciding how to distribute the alcoholic beverage.
Alcohol sales in most of the US follow a regulated, three-tiered system involving clearly defined producers, distributors and retailers. Molson Coors already has extensive networks and relationships within that system, making a partnership a potentially appealing asset for other companies interested in getting a product behind a bar counter or next to the beer in a grocer's cooler case.
St. Jacques said that Topo Chico's origins as a regional brand will be an advantage as it expands throughout the US. The brand was founded in late-1800s Mexico and has "a really strong following," both in certain areas of the US as well as among bartenders as a mixer, she said.That reputation separates it from the two other hard seltzer brands that Molson Coors has launched so far in 2020.
The COVID-19 pandemic hasn't changed those plans, St. Jacques said, and Molson Coors seltzer expansion is part of a broader shift in strategy that the company rolled out earlier this year.
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