Molson Coors will discontinue its Coors Seltzer in the US in order to focus on other brands.

The extension of the beer brand into hard seltzer has not quite worked out as hoped since it launched in October 2020.

It will now pool its efforts into the Topo Chico and Vizzy brands, which have performed well.

“Hard seltzer is still a fairly young segment of the industry, and we’re all continuing to learn more about it every day,” said the brewer, as per beveragedaily.com

“One of the things we’ve learned over the past year is that, overall, seltzers that are line extended off existing beer brands don’t perform as well as others.

“It is never easy to discontinue a brand that you’ve poured you hear and soul into. However, if a brand isn’t performing up to our expectations, we will pivot quickly and shift resources where they can make a bigger impact.

“Our distribution for Topo Chico Hard Seltzer has been strong from the get-go and continues to gain traction.

“Vizzy has seen tremendous success with its recent innovation, and there is a huge opportunity to close the gaps on this brand through co-displaying Vizzy VP1, VP2, Vizzy lemonade and Vizzy Watermelon.

“In fact, we see 66% higher velocity rates for each pack when stores have three Vizzy Variety Packs in distribution.”

Like what you read? metalpackager.com/subscribe