Molson Coors to launch hard seltzer in UK
Molson Coors Beverage Company will launch a new hard seltzer in the United Kingdom later this year.
The alcoholic flavoured drinks have taken the United States by storm in recent years and their popularity continues to grow elsewhere.
In March, three flavours of Three Fold Hard Seltzer; Red Berries, Tropical and Citrus, will hit the shelves.
Each 330ml can will contain 4% alcohol and have 93 calories while also being vegan and gluten-free.
“Three Fold has been especially crafted for the legal-age Generation Z audience, with flavour combinations that we know consumers will love,” says Jim Shearer, Molson Coors’ category, insight and innovation director for Molson Coors Europe.
“Creating a hard seltzer of our own with mainstream appeal felt like a natural next step given the momentum in this space and the inroads we have already made this year into the ready-to-drink category.”
Three Fold is already available for purchase online and will be released in stores in spring.
Beverage makers see major potential in the U.K., even though the first hard seltzers rolled out just a year ago.
The £10 million sales mark was recently passed, with penetration in more than 3% of British households, or about 1 million consumers, says David Elliott, consumer insights director for Kantar Research’s Worldpanel division, with that predicted to rise in 2021.
“It does feel like the category has quite a few tailwinds that are likely to help its performance. Its positioning as this low-sugar (and) low-calorie … product will appeal to more health-conscious consumers,” he says.
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