The Coca-Cola Company introduced its new Topo Chico Hard Seltzer to select European markets earlier this month. Early reviews for the new spiked and sparkling drink, named for the iconic Mexican mineral water Coca-Cola acquired in 2017, are so far overwhelmingly positive.

Currently consumers in Austria, Great Britain, Northern Ireland, the Republic of Ireland, Greece, The Netherlands, and Ukraine are able to enjoy three flavors of Topo Chico: Tangy Lemon Lime, Tropical Mango, and Cherry Acai. Each 330 ml can contains 96 calories, two grams of sugar, and 4.7 percent ABV.

“Enjoy, but drink in moderation.” is the slogan being used by Coca-Cola Netherlands.  Their website offers some hints about the overarching marketing strategy:

  • The launch is supported by a digital marketing campaign and partnerships
  • The company acknowledges and takes seriously certain responsibilities with introducing an alcoholic beverage
  • All marketing channels will target consumers age 20+ (drinking age is 18 in the Netherlands)
  • All marketing messages are audited by an independent panel to insure they comply with codes of conduct

Fans in Ireland are especially loving the new Topo Chico, with one Twitter user calling the hard seltzers “deece” (translate: awesome).

“We’re really excited to launch Topo Chico Hard Seltzer across the island of Ireland,” said Petre Sandru, Country Manager, Coca-Cola Ireland. “Topo Chico Hard Seltzer is a fantastic product and we’re delighted we can offer this now to our consumers as a choice in the growing hard seltzer category.”

Coca-Cola first launched Topo Chico Hard Seltzer in select Latin American markets in October. Consumers in Mexico and Brazil are able to enjoy the boozy bubbly water.

The US rollout is expected to begin in the early part of 2021, thanks in part to a partnership between the Coca-Cola Company and Molson Coors, which will handle distribution of the hard seltzer. A later adapter to the hard seltzer category, Molson Coors has made significant moves in the space, launching both Vizzy and Coors Seltzer earlier this year.

The complicated three-tiered distribution system in America necessitated the partnership, as Coca-Cola requires guidance through its murky waters. Since the alcohol distribution system in Europe is much less nebulous than its American counterpart, Coca-Cola was able to launch Topo Chico on its own and roll out ahead of the US.

When it launches in the States, Coca-Cola will be releasing a few different flavors than consumers in Europe or Latin America get to enjoy. US flavors will include Tangy Lemon Lime, Exotic Pineapple, Strawberry Guava and Tropical Mango. Interestingly enough, the brand releases different flavors based on local taste preferences.

Tangy Lemon Lime seems to be the standout favorite, as it bears the closest resemblance to the original Topo Chico’s flavor. The popular mineral water has long been used as a mixer, including in the regional favorite ranch water.

“We are tremendously excited about this launch and the possibilities for this brand,” senior vice president of marketing Walter 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.”

With such rave reviews from across the pond, American consumers are more excited than ever for Coca-Cola to get back in the alcohol game. The company has not sold hard beverages to American markets since it sold its wine business, Wine Spectrum, in the early 1980s. While Wine Spectrum was both popular and profitable, Coca-Cola found the margins on soda to be more to its liking. Here’s hoping the hard seltzer business is more effervescent.

With the marketing prowess of one of the most recognizable brands in the world, and the distribution system of Molson Coors, it could ignite hard soda wars with the likes of White Claw, Truly, and Bud Light Seltzer.

Erin Grafton
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