Molson Coors’ rapidly expanding beverage interests now include ready-to-drink cocktails, following the company’s announcement today of a partnership to distribute tequila-based cocktail Superbird.
Clocking in at 5.9% ABV per 12 oz. can, Superbird is a carbonated ready-to-drink version of a Paloma, made with 100% blue agave tequila, grapefruit juice, agave nectar and sparkling water. The brand is a division of parent company Casa Kosmos Beverage Group, which also markets premium tequila label Kosmos.
Superbird has been rapidly expanding its distribution since it launched last July in New Jersey, Connecticut and New York. Last month, the brand announced it had entered Massachusetts through Burke Distributing Corporation, and that it had plans to infiltrate an additional five states early this year.
In an email to BevNET, Grant Hemingway, general manager of wine and spirits at Molson Coors, said that Superbird’s founding team represents a “unique cross section of a credible tastemaker and a seasoned marketer.”
“They are eager and motivated to deliver on an authentic product and brand story which we felt was missing from the category,” he continued. “Lastly, we were specifically interested in tequila based RTDs because of surging consumer demand, the current competitive set, and our desire to deliver brands of scale.”
Per today’s announcement, the line will enter Molson Coors distribution network this spring starting in 10 markets. According to Hemingway, the product will be directed towards independent liquor and convenience in select markets, with intentions to scale up with both small and large chains in targeted regions.
“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, in a press release.
Joe Marchese, co-founder of Casa Kosmos Beverage Group, added: “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.”
In partnering with Superbird, Molson Coors ticks ready-to-drink spirits off the list of non-beer beverage categories in which it has recently dipped its toes. In recent months, the conglomerate has moved into areas such as CBD beverages, energy drinks, michelada mixers, RTD coffee and ethically sourced bottled water as it seeks to make good on its target of creating a billion dollar business outside of beer within the next three calendar years.
According to Nielsen, the RTD spirits category grew 142% in 2020 and will be worth an estimated $1.2 billion in 2021.