Flavour trends fuelling Molson Coors growth

Flavour continues to generate gains in the Molson Coors portfolio.

Headlined by the success of the Simply Spiked franchise, sales of which have been booming this spring, Molson Coors’ play to win over legal-age American drinkers with flavour is paying off.

Buoyed by the introduction of Simply Spiked Peach in April, the brand family has booked around $4.5 million in sales in for the four weeks that ended May 28, according to Circana. 

Simply Spiked Lemonade introduced its four-flavour variety pack and singles of select flavours nearly a year ago and ended 2022 as Circana’s No. 2 top new product in sales. Simply Spiked Peach is the No. 1 innovation in all of beer, according to Circana’s latest scans.

The trends are favouring Molson Coors’ hard seltzer portfolio, too. As the segment notched 13% volume growth over the four weeks that ended May 28 versus the prior period, both Topo Chico® Hard Seltzer and Vizzy Hard Seltzer are on a roll, according to Circana multi-outlet and convenience store data, far outpacing the category and key competitors.

Topo Chico Hard Seltzer posted 29.5% volume growth according to Circana, while Vizzy is charging ahead, with volume sales up a striking 40.2% during that time. That’s a bright spot for a segment that’s seen significant year over year decline, but counts on a sales boost from warmer weather.

Meanwhile, Arnold Palmer Spiked is the No. 2 hard tea, according to Circana, booking its fifth consecutive year of growth in 2022. The franchise’s volume sales are up 9% thus far in 2023, according to Circana data for the last 13 weeks that ended May 7, driven in part by new innovations, including Arnold Palmer Spiked Lite and Arnold Palmer Spiked Half & Half Raspberry.

“Our brands deliver the refreshment and flavour drinkers are looking for with distinct and interesting brands that consumers are proud to bring to a party. They play in so many occasions, especially in the summer, as they’re very sessionable,” says Joy Ghosh, vice president of marketing for the above premium flavour portfolio at Molson Coors Beverage Company. “It’s a powerful trifecta, and that’s why consumers are continuing to reach for our brands.”

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