Molson Coors see hard seltzer growth

Molson Coors

Molson Coors Beverage Company’s hard seltzer lineup, led by Vizzy Hard Seltzer and Topo Chico Hard Seltzer, are riding a wave of growth.

There has been some concern amid a decline for some hard seltzer brands, but Molson Coors is not seeing the same trend.

“Two years ago, all you had to do was come into the seltzer space, and you knew you were going to grow,” says Matt Escalante, senior director for above-premium for Molson Coors Beverage Company. 

“Now, if you don’t have a strong reason for being and a differentiated brand, you’re not going to survive.”

That’s where brands like Vizzy, newly minted as the nation’s No. 4 hard seltzer, with its antioxidant vitamin C, and an extension of a beloved brand with built-in bona fides like Topo Chico Hard Seltzer see plenty more room for growth, Escalante says.

“Fortunately for us, our brands are in a really good position and continue to gain share. People are choosing them because they’re unique and aren’t just another ‘me too’,” he says. 

“Each of our brands brings something unique and distinctive. These things have really sparked with consumers.”

Molson Coors’ hard seltzer portfolio is up a whopping 240.4% in volume sales at retail year-to-date in 2021, according to IRI multi-outlet and convenience data through Sept 5. 

The segment overall, by comparison, is up 18.5%. Over that period, the company has more than doubled its share of the segment.

And over the last 13 weeks ended Sept. 5, as the seltzer segment slogged to just 4.4% volume growth, Molson Coors’ hard seltzer portfolio skyrocketed 158.4%. 

Over that time, Vizzy’s volume sales grew 51.5%, while Topo Chico, available in just 16 markets, has climbed the ranks to become the No. 7 hard seltzer since its March launch.

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