Molson Coors has just announced two tropical additions to Steel Reserve, its economy line of ready-to-drink (RTD) beverages. The brand is introducing a new Tiki Series composed of two canned cocktail offerings–Strawberry Daiquiri and Island Punch. Expanding Steel Reserve’s product lineup with RTD cocktails signals that even in the midst of streamlining its economy options, Molson Coors is remaining committed to expanding its repertoire of Beyond Beer products.

“We found there was really no other player that was leaning into the ever-popular ‘island’ vacation flavors,” said Justine Stauffer, Molson Coors Beverage Company’s Director of Economy Brands.

“We wanted to take that idea to the next level. These are vacation flavors and that’s what we’re leaning into: a vacation cocktail in a can.” Stauffer insisted that now, more than ever before, economy consumers are seeking premium products featuring exciting flavors and higher ABVs.

Steel Reserve insists the pineapple and mango flavors in its Island Punch beverage “will take your tastebuds on a trip to the tropics” while the Strawberry Daiquiri “keeps the flavor flowin with every sip.” Both cocktails are crafted with malt liquor and are available in 16 ounce (1 pint) cans. The beverages boast an ABV of 10%.

Molson Coors first launched Steel Reserve 211 in 1994. In 2013 the brand debuted its Alloy Series which has grown to include eight fruit-forward flavors such as Blk Berry, Spiked Tropical Storm, Spiked Punch, Spiked Blue Razz, Spiked Tangerine, Spiked Strawberry Burst, Hard Pineapple, and Spiked Watermelon. All flavors in the Alloy Series contain an ABV of 8% per 12 ounce serving.

“The more we talked to consumers, they often call out how balanced Steel Reserve beers are, with great flavors and the elevated ABV they’re looking for,” stated Stauffer.

The new flavors are launching less than two months after Molson Coors discontinued several underperforming products including Steel Reserve 211, the brand’s lager-style flagship release, as part of a premiumization strategy. Discontinuing products like Steel Reserve 211 as well as Keystone Ice, Icehouse Edge, and Miller High Life Light among others, has allowed the beverage company to focus on brands that have shown sales potential.

Molson Coors’ CEO, Gavin Hattersley, explained the move “will improve supply chain flexibility for our more profitable priority brands, enhance our innovation efforts, enable us to better focus resources and ensure dependable and on-time shipments to our distributors.”

Steel Reserve’s Tiki Series enters the economy segment in competition with malt-based cocktail brands such as Mark Anthony’s MXD cocktails which come in four flavors including Long Island Iced Tea, Strawberry Daiquiri, Margarita and Mai Tai. All MXD varieties feature an ABV of 12%. Another competitor in the category is Geloso Beverage Group’s Original Clubtails brand, which produces an extensive lineup of 13 malt-based cocktails including several Margarita offerings, a Bahama Mama, a Sex on the Beach, and a Blueberry Mojito to name a few. All of the Original Clubtail beverages contain an ABV of 10%.

Molson Coors’ new Steel Reserve Tiki Series is further proof of the beverage company’s continued commitment to a diverse selection of Beyond Beer products that fit the changing needs and taste buds of every consumer.

Shirani Jayasuriya
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