Hard seltzer opens the minds and palates of US consumers.  The rapid rise of the category served to introduce consumers to beverages with a broad range of flavor profiles, resulting in exponential gains in ready-to-drink (RTD) and flavored alcoholic beverages (FAB) market share. 

As consumers switch to hard seltzer from beer or wine, beverage manufacturers see a trade up to more expensive packaged drinks, bursting with flavor.   Once thought an entry point themselves, FABs are being rediscovered by consumers and finding new gains.

Molson Coors Found the Flavor

At the Molson Coors Beverage Company (NYSE: TAP) earnings conference call last week, CEO Gavin Hattersley responded to questions from the financial community about the growth of various categories at the beverage alcohol giant.  “The data that we’ve looked at from a hard seltzer point of view, shows that it provided an entry point into flavor for consumers,” noted Hattersley. 

The data that we’ve looked at from a hard seltzer point of view, shows that it provided an entry point into flavor for consumers

Gavin Hattersley, CEO Molson Coors

“Once they discovered flavor, (consumers) started to experiment and trade into FABs and RTDs and so on.”

“And that’s why we built a diversified portfolio of brands,” said Hattersley.  The company is maker of Simply Spiked, Peace Hard Tea, and the soon to be launched Happy Thursday.

Happy Thursday

Molson Coors recently announced the launch of Happy Thursday, a non-effervescent spiked beverage in four flavors.  The launch is set for March of 2024.  These “spiked refreshers” will debut in strawberry, pineapple-starfruit, black cherry, and mango-passionfruit.  Starfruit has a sour flavor to its sweetness, making it a good partner to pineapple.

Caroline Hill
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