Molson Coors has launched a new flavor for its Topo Chico Hard Seltzer brand: Ranch Water.
The flavor is inspired by the Texas cocktail of the same name, typically made with tequila, lime and sparkling water (often with Coca-Cola-owned Topo Chico sparkling mineral water). In a press release, Dan White, chief of new revenue streams at the Coca-Cola North America operating unit, called the ranch water line extension the “logical next step” for the brand.
“Molson Coors has been able to build Topo Chico Hard Seltzer into a successful brand in the United States in less than a year,” he added. “We are excited to see continued innovation in this dynamic category from the Molson Coors team throughout 2022 and can’t wait for people to try Topo Chico Ranch Water Hard Seltzer.”
The 4.7% ABV hard seltzer – which does not contain tequila – will launch in single-flavor 12 oz. slim can 12-packs in Alabama, Arizona, California, Colorado, Georgia, New Mexico, Oklahoma, Tennessee and Texas.
“There’s no cocktail in Texas more legendary than Ranch Water,” Matt Escalante, Molson Coors senior director of hard seltzers, said in the release. “Given the love Texans have shown for Topo Chico Hard Seltzer, it’s only natural for the brand to refresh the taste of the classic Texas drink like only we can.”
Several Ranch Water-inspired brands have launched in the past few years, including Lone River Ranch Water (Diageo Beer Company), Karbach Ranch Water Hard Seltzer (Anheuser-Busch InBev), Dos Equis Ranch Water Hard Seltzer (Heineken) and Arizona Ranch Water (Huss Brewing).
Additionally, Molson Coors is expanding distribution of its Topo Chico Hard Seltzer variety pack nationwide. The existing variety pack features four flavors: Strawberry Guava, Exotic Pineapple, Tangy Lemon Lime and Tropical Mango.
With the expansion, Molson Coors is tripling its investment in the brand compared to its launch last year, and will run a 360-degree marketing campaign “that combines national television and online video, podcasts, paid and organic social media, and social influencer marketing,” according to the release.
Molson Coors produces, distributes and markets the hard seltzer brand through a multi-year partnership with Coca-Cola, announced in September 2020.
Molson Coors also produces Vizzy Hard Seltzer. Vizzy tied with A-B’s Michelob Ultra Organic Hard Seltzer for the fourth largest brand share of the segment, each with 3.8% share year-to-date through November 27, 2021, according to National Beer Wholesalers Association (NBWA) chief economist Lester Jones’ Q3 industry review webinar. Topo Chico (2.2%) claimed the eighth largest share, trailing Constellation Brands’ Corona Hard Seltzer (3.3%) and Diageo’s Smirnoff hard seltzer (2.6%).