Molson Coors Beverage Company will expand distribution of its Topo Chico hard seltzer nationwide, beginning in January 2022.
Molson Coors launched the hard seltzer brand in nine states and seven metro areas earlier this year, in partnership with Coca-Cola Beverages, according to a press release. In July, Coke CEO James Quincey said the brand was available in 17 markets worldwide, and would extend into 28 markets by the end of 2021.
“Topo Chico Hard Seltzer came out of the gate extremely strong when we launched last spring, so we couldn’t be more excited to bring this legendary hard seltzer to people across the country,” Matt Escalante, Molson Coors’ senior director of seltzers, said in a press release. “We constantly hear drinkers asking when Topo Chico Hard Seltzer is coming to their market. Now we have an answer for them.”
The hard seltzer is available in a 12 oz. can variety 12-pack featuring four flavors: Strawberry Guava, Tangy Lemon Lime, Exotic Pineapple, and Tropical Mango. It is also available in 24 oz. and 16 oz. singles. Each 12 oz. can check in at 4.7% ABV and 100 calories.
“We have loved to see the positive response from fans to the regional launch of Topo Chico Hard Seltzer from Molson Coors over the past several months,” said Dan White, Chief of New Revenue Streams, Coca-Cola North America Operating Unit. “We are excited that Molson Coors will make Topo Chico Hard Seltzer and other new innovations be made available across the country next year, giving more people the opportunity to try and become fans of this great brand.”
Topo Chico hard seltzer variety pack was ranked ninth for Molson Coors products in dollar sales, as of August 8, 2021, with more than 679,000 cases sold, according to IRI, a market research firm.
Year-to-date through September 5, dollar sales of Topo Chico Hard Seltzer have reached $54.9 million at multi-outlet food and convenience stores according to market research firm IRI. Topo Chico holds a 1% share of the hard seltzer segment, making it the eighth largest hard seltzer brand at off-premise retailers through mid-August, according to NielsenIQ data provided to Brewbound by 3 Tier Beverages.
Overall, the hard seltzer segment’s sales increases have begun to slow. For the four-week period ending September 5, dollar sales of the segment increased 1.4% over the same period last year, according to IRI.
Blue Moon to Launch New LightSky Flavor
Molson Coors will release a second flavor of Blue Moon LightSky in February 2022: Blue Moon LightSky Tropical.
The new flavor — announced this week at Molson Coors’ annual distributor convention in Las Vegas — is brewed with pineapple and orange peel, and puts a tropical spin on the existing Blue Moon LightSky Citrus Wheat, which has increased nearly 35% in volume sales year-to-date, according to a press release. The new flavor checks in at 95 calories and 4% ABV, and will launch in 12-packs.
“LightSky is truly crushing it,” Mara Schaefer, senior director of marketing for Molson Coors’ above-premium brands, said in the release. “It’s growing double digits in every region, and that’s in a category that’s seeing declines after lapping the massive off-premise stock-ups in 2020 spurred by the pandemic.”
“With craft flavored beer growing five times the rate of regular craft beer, we hope to give drinkers the variety they’re looking for,” Sophia Lal, Molson Coors’ senior manager of innovation, said in the release. “Tacking on another flavor of LightSky will help continue the momentum of Blue Moon, the top-selling franchise in the U.S. craft segment, as well as help build a stronger brand block at retail for the emerging LightSky brand.”
Blue Moon LightSky launched in February 2020, to “bring new drinkers into the Blue Moon family of brands and continue to elevate the brand as a whole,” according to Max Walker, Molson Coors’ VP of above-premium, in a press release.
In its sophomore year, dollar sales of LightSky Citrus Wheat have increased 36.8%, to $44.3 million year-to-date through September 5, according to IRI.