The Coca-Cola Company announced the rollout of its new hard seltzer in Europe next month. Consumers in Austria, Great Britain, Northern Ireland, the Republic of Ireland, Greece, and Ukraine will soon be able to enjoy Topo Chico Hard Seltzer — prior to US consumers.

Coca-Cola acquired the iconic Mexican mineral water brand in 2017, which enjoys a cult following in the US and Latin America. The hard seltzer launched in select markets in Mexico and Brazil last month.

American consumers won’t have to wait too long to get their hands on a Topo Chico Hard Seltzer; Coca-Cola’s CEO James Quincey told “Mad Money’s” Jim Cramer that the spiked and sparkling mineral water will roll out to US markets in the first half of 2021.

Coca-Cola also announced that it will be partnering with Molson-Coors for US distribution purposes, a move that was not needed in Europe or Latin America. The US is home to a complicated, three-tiered distribution system – a relic of prohibition.

However, since distribution in Europe is markedly less complicated, Coca-Cola is able to go it alone (with the help of its bottling partners, Coca-Cola European Partners and Coca-Cola HBC) enabling European consumers to enjoy the new seltzer ahead of US markets.

Walter Susini, senior vice president of marketing, spoke about what the news means to the company. “We are tremendously excited about this launch and the possibilities for this brand,” Susini said. “We are confident that we have a fantastic product in Topo Chico Hard Seltzer in an exciting and dynamic new category. The hard seltzer category is most developed in the US, where it has grown exponentially in the last few years.”

“With the strength of our system behind it, we believe Topo Chico Hard Seltzer will flourish and more importantly, offer the consumer something new and delicious.”

Europeans will get to enjoy three flavors of Topo Chico Hard Seltzer: Tangy Lemon Lime, Tropical Mango, and Cherry Acai. Each 330 ml can contains 96 calories, two grams of sugar, and 4.7 percent ABV.

Each market so far has received some different flavors based on local taste preferences. Europe is the first to receive Cherry Acai; instead, the US will be able to drink Exotic Pineapple and Strawberry Guava in addition to Tangy Lemon Lime and Tropical Mango. Latin American consumers get to enjoy Pineapple Twist, Strawberry Guava, and of course the flagship Tangy Lemon Lime, which most closely resembles the taste of the original soft Topo Chico.

Hard seltzer is still more of an emerging market in Europe, albeit one that is rising quickly. White Claw officially launched in the UK over the summer, and Diageo just released two new ready-to-drink (RTD) canned cocktails this month: Gordon’s Pink Martini and Smirnoff Passion Fruit Martini.

The news of Coca-Cola launching Topo Chico Hard Seltzer in Europe is sure to increase the buzz surrounding the upcoming US release. It has been nearly 40 years since Coca-Cola sold an alcoholic beverage in the US, since selling its Wine Spectrum business to Seagram’s in the early 1980s.

Erin Grafton
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