Molson Coors (NYSE: TAP) announced the launch of Three Fold, a new hard seltzer to debut in stores in the United Kingdom this spring.

The new hard seltzer will be formulated in three (clever) varieties, including Tropical, Citrus, and Red Berries. The 330ml (11.2 ounce) cans with catchy graphics will comprise a mere 93 calories while delivering 4% ABV.

The company has enjoyed success in Britain with its Bodega Bay hard seltzer, with sales of approximately £4 million ($5.4 million), according to Nielsen data.

Hard Seltzer in the UK to rise by three fold

David Elliott, London-based consumer insight director for Kantar Research’s Worldpanel division, notes that the hard seltzer category in the UK “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.”

Hard Seltzer sales reached £10 million ($13.6 million), with penetration in more than 3% of British households, or about 1 million consumers, says Elliott.

According to a release by Molson Coors, Elliott believes the segment could increase by two fold, or well, three fold, by this summer.

Targeting the newly legal

Three Fold is a brand with a marketing strategy that is aimed at Gen Z drinkers. By most definitions, the oldest Gen Z members are turning 24 years old in 2021. Legal drinking age in the UK is 18 years old.

Jim Shearer, Molson Coors’ category, insight and innovation director for Molson Coors Europe said in a release, “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 had seltzer will be sold in 12 packs as well as a 12 pack variety. While the retail store launch is planned for March, consumers can order online via the the direct to consumer sales engine on the brand’s new website.

Caroline Hill
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