Molson Coors Beverage Company has acquired Atomic Brands Inc., bringing the ready-to-drink cocktail brand Monaco Cocktails into its U.S. Beyond Beer portfolio and reinforcing its position in one of the fastest-growing beverage segments.The deal was announced about one week earlier and has now been completed.
Atomic Brands is a beverage company specializing in premium, spirit-based ready-to-drink (RTD) cocktails. Founded in 2006 by Don Deubler, the company is best known as the creator of Monaco Cocktails, which launched in 2012 and became a leader in the canned cocktail market.
The brand played a key role in popularizing canned cocktails, combining bold flavors with convenient packaging and building strong traction in convenience stores and independent retail channels. Its presence in more than 70,000 outlets and alignment with Molson Coors’ existing distributor network create clear synergies for further expansion.
The deal establishes Molson Coors as a top-five supplier in the U.S. RTD cocktail category, reflecting the company’s strategic shift toward a broader “total beverage” portfolio. With the transaction finalized, the company plans to leverage its national distribution network to accelerate Monaco’s growth while maintaining continuity for distributors, retailers, and consumers.
As part of the integration, more than 80 employees from Monaco’s sales team will join Molson Coors. According to Brian Feiro, President of U.S. Sales at Molson Coors, this move is intended to strengthen market execution and expand the company’s capabilities across flavored and non-alcoholic beverage segments. Over time, the team is expected to support not only Monaco but also the wider portfolio.
Don Deubler, Founder and CEO of Atomic Brands, emphasized the brand’s origins in live events and pop culture, highlighting its strong consumer following and positioning for continued growth under Molson Coors’ ownership. Meanwhile, Rahul Goyal, President and CEO of Molson Coors Beverage Company, described Monaco as a brand with significant scale potential, strong loyalty, and a distinctive positioning within the RTD category.
The acquisition aligns with Molson Coors’ long-term strategy, including its Horizon 2030 roadmap, to diversify beyond traditional beer and capture growth in high-margin, high-growth segments such as RTD cocktails. By integrating Monaco, the company aims to strengthen its relevance across evolving consumer occasions and preferences, particularly as demand for convenient, flavored alcoholic beverages continues to rise.
