Molson Coors (NYSE: TAP) announced a new partnership this week to distribute Superbird in the U.S., its first premium ready-to-drink (RTD) canned cocktail in the spirits category.  There is another RTD announcement coming soon, as Molson Coors expands their Beyond Beer arsenal through innovation, acquisition, and partnership.

Superbird is a 100 percent blue agave, tequila-based cocktail meant to mimic a classic Paloma.  Each carbonated 12 ounce package will be free of sugars and contain 5.9% ABV.

The lightly sparkling premixed cocktail is made with natural pink grapefruit juice, agave nectar, and sparkling water, in addition to blue agave tequila grown and processed in Tequila, Mexico. The hand-crafted cocktail contains no carbs or artificial ingredients.

Casa Komos Beverage Group (CKBG) first introduced Superbird in 2018, only to see the spirits-based RTD segment blow up in 2020. According to Nielsen, the category experienced 142 percent growth last year, and will be worth an estimated $1.2 billion in 2021.

While Molson Coors has made a significant effort to expand its seltzer offerings in the past year, even dropping “Brewing” from its name in place of the more inclusive “Beverage,” Superbird marks its first entry into the premium RTD spirits category.

Molson Coors Expanding Beverage Portfolio

“We have clearly executed on our promise to evolve our portfolio beyond beer and moving into fast-growing RTD cocktail space with an incredible brand like Superbird only strengthens our position as a true beverage company,” said Pete Marino, president of emerging growth at Molson Coors. “CKBG created a delicious, authentic, super-premium brand, and it equips our company, and our distributors with another high-quality option.”

In addition to its eponymous Coors Seltzer, the Miller Lite brewers have also introduced Vizzy within the last year. The beverage company also announced a high-profile partnership with the Coca-Cola Company to bring Topo Chico Hard Seltzer to US markets later this year.

The company is also working on Proof Point, a ready-to-drink canned cocktail lineup with varieties made from vodka, rum, tequila, and whiskey.  The Proof Point official launch is expected in Q1.

“We want to accelerate share in seltzers and in future innovation — and we’re making the financial investments we need to do that,” said Brian Erhardt, Chief Supply Chain Officer at Molson Coors.

Superbird to the Rescue

For its part, CKBG, hopes to expand Superbird’s reach via its new partnership with Molson Coors. The company is aiming to eventually have the brand available nationwide, starting with 10 new markets this spring.

“We’re thrilled to partner with Molson Coors and have a distribution network that aligns with our higher purpose,” said Joe Marchese, co-founder of CKBG. “We’re honored to be working hand in hand with one of the best beverage companies in the world, and one that understands the high-quality standards to which we hold ourselves and our product.”

Marchese and his co-founder, CEO Richard Betts, spent years researching the right ingredients to create their high quality Paloma.

“With Superbird, we created a ready-to-drink Paloma with high quality tequila that we handcraft ourselves, resulting in a purer blanco liquid,” said Betts, creator of Sombra Mezcal and Astral Tequila. “Finding the local craftsmen and canneries who understood what we were trying to achieve was key. And now bringing Superbird to customers with the right distribution partner is the ultimate accomplishment.”

Superbird’s board of directors includes Rudy Ruiz, former President and CEO of Bacardi USA.  The company headquarters are in NYC and produces product in Amsterdam and Mexico.

Cocktail Be (Worthwhile) Cause

The canned cocktail also has a conscience. Superbird supports the Wild Bird Fund, an organization that “provides rehabilitation to native and passing migrant wildlife so they can be released back into the wild. They help birds regain their power and freedom.”

As the RTD makers point out, “almost 30% of the bird population in North America has disappeared” over the last 50 years, which is an alarming statistic indeed. Superbird encourages its fans – and its flock – to give a hoot and support our feathered friends.

Erin Grafton
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