The wait for Topo Chico Hard Seltzer is almost over.
Molson Coors Beverage Company said the Topo Chico line will begin hitting store shelves in nine states starting March 29, giving the company yet another hard seltzer brand to compete within the more than $4 billion hard seltzer segment that has thus far been dominated by two brands: Mark Anthony Brands’ White Claw and Boston Beer Company’s Truly Hard Seltzer.
The first states to receive the Topo Chico branded hard seltzer include Arizona, California, Colorado, Georgia, Florida, New Mexico, Oklahoma, Oregon and Texas.
In addition to those nine states, the hard seltzer will be sold in major markets such as Boston, Chicago, New York City, Northern New Jersey, Seattle, and Vancouver, Washington.
The hard seltzer will be available in four flavors — Tangy Lemon Lime, Exotic Pineapple, Strawberry Guava and Tropical Mango — and will be sold in variety 12-packs of sleek cans, as well as 24 oz. single-serve cans of Strawberry Guava and Tangy Lemon and 16 oz. single-serve cans of Tangy Lemon. Each 12 oz. serving checks in at 4.7% ABV and 100 calories.
Molson Coors said it would support the launch with a 360 marketing campaign, as well as paid and organic media support via a “social influencer plan and intercultural up-and-comers.”
Molson Coors’ portfolio of hard seltzers includes the Vizzy, Coors, and Proof Point lines, as well as the Atwater Spiked and Sparkling Water line via its Michigan craft brewery.
Year-to-date through February 21, off-premise dollar sales of the Vizzy Hard Seltzer variety pack have totaled more than $11 million, making it the company’s top-selling hard seltzer SKU and the company’s overall 14th best-selling offering, according to market research firm IRI. Coors Seltzer’s variety pack has sold more than $4 million in product through the same period, the firm reported.
Molson Coors announced the multiyear partnership with Coca-Cola last September that allows it to use the Topo Chico trademark to produce, market and distribute Topo Chico Hard Seltzer in the U.S.