Proof Point Seltzer

In case you needed any more proof that Molson Coors (NYSE: TAP) has gone all-in on Beyond Beer, the beverage company is launching a new spirits-based hard seltzer. Proof Point premium ready-to-drink (RTD) canned cocktails are made with real spirits and real juice.

Proof Point launched nationwide in US markets this week. Hard Seltzer News first reported on the release last September.

Proof Point is available in four different juice and liquor combinations: Rum Seltzer with Mango Pineapple, Tequila Seltzer with Grapefruit, Vodka Seltzer with Lime, and Whiskey Seltzer with Blackberry Lemon.  The drinks pours with slight hazy coloration from the real fruit flavorings.

The Blackberry Lemon is infused with real blackberry juice, and highlighted by lemon zest, ending with a clean finish with a hint of lingering lemon.

All flavors come in 12 ounce slim cans, are gluten free, and contain 100 calories, zero sugar, and 5% ABV. The “spirited seltzer” is made with either real barrel aged whiskey, Caribbean rum, Mexican tequila, or 6x distilled vodka. A four-pack starts at $10.99 on Drizly.

Beyond Beer Entries

Molson Coors has several high profile spiked and sparkling releases this spring. According to a statement by the company this week, fans can soon expect a new variety 12-pack of the eponymous Coors Seltzer.

Vizzy, Molson Coors’ seltzer made with the antioxidant Vitamin C, recently released a second variety pack and its own seltzer lemonade. Variety Pack 2 contains four new flavor blends: Blackberry Lemon, Papaya Passionfruit, Raspberry Tangerine, and Watermelon Strawberry. Like the original, it contains Vitamin C from the superfruit acerola cherry.

If that doesn’t leave consumers with enough new beverages to sample this season, the beverage company also teamed up with The Coca Cola Company (NYSE: KO) to release its first alcoholic drink in nearly 40 years – Topo Chico hard seltzer, inspired by the iconic Mexican mineral water. Coca-Cola acquired the mineral water company in 2017.

The US release of Topo Chico hard seltzer is now available in Exotic Pineapple, Strawberry Guava, Tangy Lemon Lime, and Tropical Mango. The hard seltzer is already available in select European and Latin American markets, although the flavors differ slightly based on regional taste preferences.

A Topo Chico ready-to-drink (RTD) cocktail – the brand’s take on Ranch Water – will soon follow. Ranch Water, a Texas delicacy, is traditionally made with tequila and lime flavors.

Chief Marketing Officer Michelle St. Jacques provided insight into the company’s seltzer strategy when Proof Point was announced last fall. “We are positioning Vizzy to lead the better-for-you space, aiming for Coors Seltzer to become the number one beer brand in the segment, and launching Proof Point to lead with premium ingredients like real spirits,” St. Jacques said.

“We believe Topo Chico Hard Seltzer will support this approach as a known and loved brand with a big following in a number of major markets,” she continued.

Company Committed to the Segment

With this April shower of new spiked and sparkling options, Molson Coors is truly leaning into the beer alternative space. Early last year the company removed “Brewing” from its name and replaced it with “Beverage” as a symbol of its shifting priorities, and consumers are now reaping the delicious results.

The premium Proof Point will be a strong addition to the company’s portfolio, offering a spirit-based seltzer appropriate for both casual and more formal occasions. Cheers to the new spirited seltzer.

Erin Grafton
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