Topo Chico hard seltzer will hit store shelves in a coordinated release with retail outlets on Monday, March 29. The entry from The Coca-Cola (NYSE: KO), their first such venture in the United States, is being distributed by beer and seltzer powerhouse Molson Coors (NYSE: TAP).
Topo Chico builds off the success of Coke’s Topo Chico Mineral Water, which is sold in Whole Foods and other outlets in the US. Four flavors of the spiked version will be marketed to US consumers. Those flavors include Strawberry Guava, Tangy Lemon Lime, Tropical Mango, and Exotic Pineapple.
“We are seeing incredible excitement for the launch of Topo Chico Hard Seltzer with drinkers and retailers alike,” said Matt Escalante, senior director of hard seltzer at Molson Coors. “Topo Chico Hard Seltzer is a modern take on refreshment that brings entirely new character to the red-hot seltzer category.”
Topo Chico adds minerals and natural flavorings to its spiked water base, then it gets carbonated and canned in 12 ounce slim cans. The brand is also offering tall boys in 16 ounce and 24 ounce packages.
Initial release includes blanketing the nine states of Texas, New Mexico, Arizona, California, Florida, Colorado, Georgia, Oregon, and Oklahoma. These states either already have a Topo Chico following or are geographically convenient to manufucturing locations. The coordinated release also includes some big cities.
NYC, Boston, Chicago, Seattle, and Washington DC will also be included in the March launch.
The marketing campaign will fire on all cylinders. Expect strong paid media, social influencer contracting, and traditional PR.
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