Molson Coors continues its quest for hard seltzer domination with the announcement of its new spirit based ready-to-drink (RTD) sparkling cocktails. Called Proof Point, the spirited seltzers are made with real spirits and a splash of real juice.  The company stated in a release that the new product will be released in 2021.

The beverage company is releasing four initial formulations, each with a different spirit and fruit juice combination: Vodka Seltzer with Lime, Whiskey Seltzer with Blackberry Lemon, Rum Seltzer with Mango Pineapple, and Tequila Seltzer with Grapefruit. All flavors contain 100 calories and no sugar.

The news of Molson Coors new premium RTD cocktails comes on the heels of competitor Anheuser-Busch InBev’s Social Club, a line of hard seltzers meant to mimic classic cocktails flavors like an Old Fashioned or Citrus Gimlet.  Social Club seltzers, however, are not made with spirits.

While both AB InBev and Molson Coors Beverage Company were initially outpaced by Mark Anthony Brand’s White Claw and Boston Beer’s Truly, both have made significant strides in playing catch up this year.

Molson Coors has been working hard to catch up to the spiked and sparkling competition, even dropping “Brewing” from its name earlier this year. The Miller Lite makers are now officially known as the Molson Coors Beverage Company, bringing its brand more in line with its new strategy of looking beyond beer.

The beverage company released Coors Seltzer in September, a hard bubbly water with a mission of Rocky Mountain river conservation. Via its partnership with Change the Course, Coors is committed to restoring 500 gallons of river water for every 12 pack sold.

At 4.5 percent ABV and only 90 calories per  12 ounce can, a Coors Seltzer variety 12 pack contains Black Cherry, Grapefruit, Lemon Lime, and Mango in addition to the satisfaction of knowing your beverage choice is helping to clean up the Rockies.

This spring Molson Coors also launched Vizzy, a hard seltzer known for adding the antioxidant vitamin C, which comes from inclusion of the superfruit acerola cherry.

Rounding out the Molson Coors family of hard seltzers is Topo Chico Hard Seltzer, a project alliance with The Coca-Cola Company for release in US markets. Topo Chico Hard Seltzer is currently available in select Mexican and Brazilian markets, with the US to follow early next year.

Topo Chico Hard Seltzer will be sold in the US in a variety 12 pack featuring Tangy Lemon Lime, Exotic Pineapple, Strawberry Guava and Tropical Mango. It will be introduced first in markets where the soft version of the iconic Mexican mineral water brand is most popular.

Chief marketing officer Michelle St. Jacques outlined the company’s seltzer strategy. “We are positioning Vizzy to lead the better-for-you space, aiming for Coors Seltzer to become the number one beer brand in the segment, and launching Proof Point to lead with premium ingredients like real spirits,” Ms. St. Jacques said. “We believe Topo Chico Hard Seltzer will support this approach as a known and loved brand with a big following in a number of major markets.”

Based on the early success of both Vizzy and now Coors Seltzer, we’re excited to see what Molson Coors does with its new premium hard seltzer.

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