Less than three weeks after announcing to invest USD 100 million in its Canadian operations to quadruple production capacity for hard seltzers (inside.beer, 20.05.2021), Molson CoorsBeverage Company also said to invest approximately GBP 5 million (USD 7m) in its UK hard seltzer brand, Three Fold. The move marks the biggest brand investment the company has ever made into a new category in the UK.
Molson Coors launched the hard seltzer brand Three Fold last year and entered recently into different partnerships that grant the beverage company exclusive distribution rights. The partnerships are part of Molson Coors’ Beverage Hub, a division within its European business unit dedicated to building the company’s growing portfolio of brands in emerging, fast-growth categories such as ready-to-drink beverages, adult soft drinks and premium spirits. (inside,beer, 09.04.2021)
Charlotte Revill, brand manager at Molson Coors, said: “All the signs point to hard seltzers being the next drinks category to firmly establish itself in the UK. We expect its rapid growth in the US to be mirrored here and a major investment in our own product is to ensure that we, and our customers, are at the forefront of this quickly emerging category.”
“Three Fold was conceived with mainstream adult appeal in mind, taking recognisable flavour combinations, evolved with the lighter, fresher profile that hard seltzers offer,” she added. “Consumer taste tests have been resoundingly positive, with our range preferred to an extensive competitor set, and it’s incredibly exciting to see it on shelves at some of the UK’s best-known retailers.”