Molson Coors Beverage Company (NYSE: TAP) is expanding its distribution of La Colombe Coffee.

In October of 2020 Molson Coors and La Colombe Coffee Roasters began working together to distribute La Colombe non-alcoholic ready-to-drink (RTD) coffee beverages. Molson Coors revealed last week that it has been awarded national distribution of the brand in “select grocery and big-box retailers across the US.”

The expansion, which is slated to begin in late 2021, will include “leading national chains as well as in certain West Coast grocery stores.”

According to Pete Marino, president of emerging growth at Molson Coors, the move comes much earlier than the beverage company initially anticipated.

“The fact that we have already unlocked these new distribution channels is a testament to La Colombe’s great products, our incredible distributor network and our ability to successfully drive a meaningful non-alcohol portfolio,” Marino said.

“Specialty and [RTD] coffee products are one of the fastest-growing spaces in the beverage industry, and I’m extremely excited that it is a fast-growing part of Molson Coors’ beyond beer portfolio as well.”

The distribution deal made last October stands for 10 years. As a result, Molson Coors “tapped into its vast distribution network to begin selling La Colombe’s Draft Latte and Brazilian Cold Brew products nationally in January.”

As of September 1, Molson Coors is already distributing La Colombe’s RTD coffee beverages to “15,000 retail outlets” throughout the US. Thanks to the new partnership, La Colombe reports that it has already increased its retail footprint by “400% in convenience stores.”

“The strength of the Molson Coors distributor network combined with the brand equity that we have built in the premium coffee category will add value for our retailers and drive success,” said Kyle O’Brien, executive vice president of sales for La Colombe Coffee Roasters.

“La Colombe has driven innovation in the ready-to-drink coffee category, and we are thrilled to be able to bring our beloved beverages to more people in more channels.”

The coffee brand is currently an important part of Molson Coors’ beyond beer strategy. The beverage company has also increased its focus on non-alcohol offerings.

“We are committed to building a great non-alc business and with brands like La Colombe and ZOA, we couldn’t feel better about driving the mass, margin and momentum that our network loves,” Marino said.

“It’s not easy to stand up a brand-new business like this, but with the quality of our brands combined with our organizational ambition and focus, we are confident in our future as a non-alc player.”

Erin Grafton
Latest posts by Erin Grafton (see all)