The Molson Coors Beverage Company (NYSE: TAP) has announced plans to invest $7 million (£5 million) in its UK hard seltzer brand, Three Fold. The investment is slated to be the largest made by the beverage company for any new segment within the United Kingdom.

The investment includes an advertising campaign titled “Flow Your Own Way,” from Havas London.

Havas is an integrated marketing and communications company based in the Kings Cross district of central London, and part of the Vivendi media conglomerate based in Paris.  

Flow Your Own Way celebrates individualism.  Instead of being someone who simply “goes with the flow,” the dance routine in the campaign suggests consumers choose Three Fold because they define their own course.   The video features, and is choreographed by, the incredible Sherrie Silver, who won an MTV Video Music Award for This Is America. She has also worked with Lady Gaga and Rihanna.

Three Fold Ticks the Boxes

Molson Coors launched Three Fold earlier this year across the United Kingdom. The seltzer comes in three flavors including Citrus, Red Berries and Tropical. Each 330ml can (11.2 ounce) contains only 93 calories and 4% ABV.

Charlotte Revill, Three Fold brand manager at Molson Coors adds: “We wanted to create a new kind of drink, for legal drinking age Gen-z’ers who don’t like to be defined but flow their own way. This campaign brings that spirit to life beautifully.

The European hard seltzer market is still relatively new when compared to the booming US market. While European companies still lack data regarding the popularity of the beverages, brands are looking at hard seltzer’s impressive performance in the US for clues. 

“All the signs point to hard seltzers being the next drinks category to firmly establish itself in the UK,” Revill stated. “We expect its rapid growth in the US to be mirrored here and a major investment in our own product is to ensure that we and our customers are at the forefront of this quickly emerging category.”

“Three Fold was conceived with mainstream adult appeal in mind, taking recognisable flavour combinations, evolved with the lighter, fresher profile that hard seltzers offer.” Revill explained. “Consumer taste tests have been resoundingly positive, with our range preferred to an extensive competitor set and it’s incredibly exciting to see it on shelves at some of the UK’s best-known retailers.”

Molson Coors Beyond Beer in Europe

Three Fold isn’t the only hard seltzer in Molson Coors’ European repertoire. The company has its sights set on Europe. Molson Coors is home to Wai Moment Hard Seltzer, which hit shelves earlier this year in Eastern and Central Europe.

It has also announced a Croatian hard seltzer brand this year via the country’s leading brewery, Molson-owned Zagrebačka pivovara. Additionally, the alcohol company is launching a hard seltzer in Bulgaria through the European Beer Company Kamenitza AD, which is also owned by Molson Coors.

In March Molson Coors partnered with Bodega Bay Hard Seltzers, signing an exclusive distribution deal with the beverage brand. The deal makes the beverage company responsible for distributing Bodega Bay in the UK and Ireland.

Other European Entries by International Conglomerates

Beverage alcohol companies are eager to bring hard seltzer to the European market. Heineken recently launched its global hard seltzer brand, Pure Piraña, in Europe following successful launches in Mexico and New Zealand.

Anheuser-Busch’s Mike’s Hard Seltzer is already a hit throughout the United Kingdom. Last month the brand announced plans to expand its distribution into Belgium, France, Germany and the Netherlands.

Last winter Coca-Cola began distribution of its only alcoholic beverage, Topo Chico Hard Seltzer, in Europe following a successful rollout in Mexico and Brazil.

Molson Coors Beyond Beer in North America

Molson Coors, however, is banking on hard seltzer in a big way. The company recently invested millions of dollars towards expanding its US hard seltzer production capabilities with the goal of boosting seltzer output by 400%.

Last month Molson Coors Canada announced plans to ramp up hard seltzer production and shipping capacities by 300%. This will be achieved by utilizing a portion of a $100 million operations investment specifically created for the expansion of the company’s portfolio of Canadian seltzer products.

In early 2020 the alcohol giant even changed its name from the Molson Coors Brewing Company to the Molson Coors Beverage Company, further committing to its Beyond Beer categories.

“Whether it’s standing out on screens or standing out on the shelf, Three Fold grabs your attention and makes you sit up and take notice. We’re really excited about this launch – which marks our first own-brand hard seltzer in the UK – and for the summer ahead,” said Revill.

Molson Coors hopes to corner the European seltzer market while it’s still in its infancy. If the company continues to invest in seltzer like it has been, Three Fold could grow to be a major contender in the British circuit.

Shirani Jayasuriya
Latest posts by Shirani Jayasuriya (see all)