As the lines between beer, wine and spirits continue to blur, Molson Coors is launching Vizzy Mimosa Hard Seltzer to capitalize on the popularity of the sparkling wine-based cocktail.
“Let’s be real– no one has ever been sad drinking a Mimosa and Vizzy Mimosa Hard Seltzer takes the bubbles, orange juice and real fruit flavor people love about the signature brunch cocktail and flips it on its head,” Vizzy director of marketing Liz Cramton said in a press release. “Not only is Vizzy Mimosa Hard Seltzer one of the best-tasting liquids we’ve tested in the past two years, it brings an entirely new vibe to the seltzer aisle and to brunch, lunch and really, any celebration.”
Each flavor checks in at 100 calories per 12 oz. slim can and is made with orange juice. The 5% ABV hard seltzers will be available in variety 12-packs, each containing four flavors:
- Strawberry Orange Mimosa,
- Pineapple Orange Mimosa,
- Peach Orange Mimosa, and
- Pomegranate Orange Mimosa.
Vizzy Mimosa Hard Seltzer is the brand’s fifth variety pack. It follows Variety Pack No. 1 (Strawberry Kiwi, Blueberry Pomegranate, Black Cherry Lime, and Pineapple Mango) and Variety Pack No. 2 (Watermelon Strawberry, Raspberry Tangerine, Papaya Passionfruit, and Blackberry Lemon), which are fruit-flavored traditional hard seltzers.
The company launched a lemonade variety pack (Raspberry Lemonade, Strawberry Lemonade, Peach Lemonade, and Watermelon Lemonade) in spring 2021, and a watermelon variety pack (Passionfruit Watermelon, Blueberry Watermelon, Kiwi Watermelon, and Mango Watermelon) in summer 2022.
The addition of fuller-flavored varieties follows similar innovation from other hard seltzer segment leaders such as Boston Beer Company’s Truly Hard Seltzer, which has line-extended to include lemonade, iced tea, punch and margarita-style variety packs; and Anheuser-Busch InBev’s Bud Light Seltzer, which includes soda, iced tea and sour varieties in its portfolio.
Vizzy and Topo Chico Hard Seltzer, which Molson Coors produces through a license agreement with Coca-Cola, have become the No. 4 and No. 5 best selling hard seltzer brands, respectively, within the beer category, according to NielsenIQ data shared by 3 Tier Beverages. They follow Mark Anthony Brands’ White Claw, Truly and Bud Light Seltzer.
To support Vizzy Mimosa’s rollout, the brand is launching IZ A VIBE, its first lifestyle campaign to support sales in the U.S. and Canada with ads on national television, radio, digital and podcasts, as well as paid and organic social media, influencer marketing and retail activation.
“Vizzy brings a burst of positivity to every occasion and that’s exactly what IZ A VIBE shows,” Cramton said in the release. “We’re taking these seemingly ordinary situations in the campaign, and making them shimmer with a touch of the unexpected. With a Vizzy in hand, anything can become an absolute vibe and anyone can shine like a disco ball.”
IZ A VIBE features two spots: one to support the overall Vizzy brand with a backyard pool party, and one to support Vizzy Mimosa with an outdoor brunch party presided over by a drag queen: