Wai Moment hard seltzer

Molson Coors (NYSE: TAP) is growing in the European hard seltzer market. During the beverage company’s first quarter earnings call last Thursday, President and Chief Executive Officer Gavin Hattersley revealed that a new hard seltzer called Wai Moment is hitting shelves in Central and Eastern Europe. 

Staropramen, a Molson Coors company and one of the largest breweries in the Czech Republic, is set to broadly launch Wai Moment Hard Seltzer this month. The beverage is already available in the Czech Republic as well as other select countries in the region. During the Q1 earnings call, Hattersley stated that the beverage “is already in a couple of markets in Central Eastern Europe, and we’ll be rolling it out more fully toward the — in this month.” 

Wai Moment will be available in three flavors including Minty Lime Time, Tropical Crew and Crazy Berries. Each .33 liter can contains 96kcal and an ABV of 4%.

Europe is Ripe

Hard Seltzers are already dominating the alcoholic beverage industry in the U.S. The hard seltzer market reached $3.8 billion this past year and is projected to surpass $11 billion by 2027. The drinks skyrocketed in popularity during the pandemic. Beverage companies even found themselves expanding their production capabilities and shifting their priorities away from beer to keep up with consumer demand.

The beverages are still too new to the European market to determine their future success but, according to Molson Coors, early sales figures appear promising. “I think the early data in the European market suggests that seltzer is going to be good. I’m not sure yet that I’m ready to tell you that it’s going to be as good as it is in the United States,” said Hattersley. 

Brands are Just Beginning to Get Foothold

Molson Coors is one of the first beverage companies to introduce hard seltzers to many countries in Central and Eastern Europe. In February the beverage giant announced plans to launch a hard seltzer in Croatia this spring. The drink will be offered through Molson’s own Zagrebačka pivovara, the leading brewery in the country.

Additionally, in March the company announced it would be launching a hard seltzer in Bulgaria through another of their European beer companies, Kamenitza AD.

Molson Coors isn’t the only beverage company vying for the European seltzer market. In March Heineken announced the European launch of Pure Piraña, their global hard seltzer line, in Ireland, Netherlands, Austria, Spain, Portugal and eventually the U.K. 

“Our company’s ambition is – as we pointed out last year, to offer the market more than beer, exploring new areas and segments, offering alternatives to our consumers around the world,” said Sergey Yeskov, Molson Coors’ General Manager for Central and Eastern Europe. 

“Our research and the results of large markets such as the US show us the great potential of hard seltzers. That is why we have decided to soon offer adult consumers from Central and Eastern Europe an alcoholic beverage that is rapidly conquering the world.”

Molson Coors hopes to gain control of the European seltzer market while it’s still in its infancy. The success of Wai Moment in Central and Eastern Europe may help determine the future of hard seltzers in the global market.

Shirani Jayasuriya
Latest posts by Shirani Jayasuriya (see all)