Molson Coors Beverage Company continues to pursue its consistent path from a brewing group to a beverage company. The company announced today that it has signed an exclusive distribution deal with actor Dwayne "The Rock" Johnson and some of his friends including his ex-wife and fellow fitness entrepreneur Dany Garcia, personal trainer Dave Rienzi and basketball coach John Shulman.
Johnson and his team combined their expertise in the entrepreneurial, health and wellness and athletic spaces to develop ZOA, a non-alcohol energy drink made with better-for-you, natural ingredients.
"I'm humbled and grateful for the opportunity to serve our eager consumers with ZOA -- the ultimate healthy and immunity-supporting energy drink that's the first of its kind, thanks to our unique combination of ingredients," Johnson said in a news release. "My co-founders and I spent the last 18 months formulating this healthy and great tasting product that we could all use now more than ever."
Johnson's has already proven that he is able to launch a new drink. In March of last year the Hollywood star launched Teremana Tequila which quickly broke sales records.
ZOA is differentiated from leading products in the space by its use of natural ingredients such as turmeric, camu camu and acerola cherry. It contains vitamins C, D and B, added electrolytes and amino acids, and it is made with caffeine derived from green tea and unroasted coffee beans. The product is made without preservatives, artificial ingredients or additives.
Molson Coors will be the exclusive distributor of the brand in the U.S., and it will take on a small stake in the brand, which is slated to launch in March and roll out across the country this spring.
ZOA will be available in five flavors and sold in single-serve 16-ounce cans. It is positioned as an above-premium, better-for-you energy drink. The drink is aimed at so-called “everyday warriors,” ranging from world-class athletes to office workers and formulated with ingredients intended to enhance focus, provide pre- and post-workout hydration, supplement amino intake and bolster energy levels.
“We are committed to transforming into a beverage company, and adding ZOA is another indication of the strength of our conviction," says Pete Marino, president of Molson Coors’ emerging growth division. While the energy drink category is competitive, "we are entering with a product and partner group that offers a tangible point of difference. We couldn’t be more excited to enter this category with ZOA,” Marino says.
The deal is the latest in a string of moves Molson Coors has made to expand its business beyond the beer aisle since redefining itself as Molson Coors Beverage Company in late 2019 (inside.beer, 30.10.2019).
Molson Coors latest deals were
- in October, Molson Coors announced an exclusive partnership with coffee maker La Colombe Coffee Roasters to expand distribution of the specialty ready-to-drink coffee products La Colombe’s Draft Latte and Brazilian Cold Brew in convenience and drug stores nationwide. (inside.beer, 1.10.2020)
- only a few days earlier, the company inked an agreement with The Coca-Cola Company to bring Topo Chico Hard Seltzer to key markets in the U.S. (inside.beer, 29.9.2020)
- also in September last year, Molson Coors unveiled a new slate of non-alcoholic beverages, including Huzzah!, a probiotic seltzer that contains 3 grams or less of sugar per 12-ounce can, MadVine, a plant-based diet soda with zero calories, zero sugar and zero artificial ingredients, Golden Wing, a grain-based milk alternative with protein and nutrients that’s made with top-quality barley and no additives, stabilizers or frothing agents and a yet-to-be announced, nootropic performance beverage targeted at gamers and game developers. (inside.beer, 10.9.2020)
- in August, Truss Beverage Co., the joint venture between Molson Coors Canada and Hexo Corp., announced to release its first line of cannabis-infused beverages across Canada. (inside.beer, 27.8,2020)