USA – Atlanta-based multinational beverage company Coca-Cola is deepening its presence in the alcoholic beverages sector with plans to launch an alcoholic version of its Simply brand.
The product known as Simply Spiked will be produced in partnership with Molson Coors Beverage Co and is expected to be introduced this summer.
Within Coca-Cola’s US product portfolio, Simply is the company’s second largest brand in terms of net revenue after Coca-Cola.
A key insight that led to the development of the beverage was that consumers routinely use the juices to make cocktails.
Jamie Wideman, vice president of innovation for Molson Coors noted Simply Spiked will have 5% alcohol by volume and will be positioned outside the hard seltzer space.
Simply Spiked is the second alcoholic brand developed by the two companies with the first brand Topo Chico Hard Seltzer making its debut in 2020.
The companies have since expanded the brand with the introduction of Topo Chico Ranch Water Hard Seltzer.
Jamie Wideman said the Atlanta beverage maker has a history of developing iconic brands.
“And with our track record of disrupting existing beverage alcohol categories with new brands with winning points of difference, we’re putting our strengths together in a way that’s collaborative and set up for success,” she said.
Simply Spiked products will be sold in 12-oz cans and the line eventually will feature four flavors, including lemonade, strawberry lemonade, watermelon lemonade and blueberry lemonade.
Dan White, chief of new revenue streams for the Coca-Cola North American operating unit, said the two companies have combined their complementary skills to forge a “thriving relationship.”
“The proof is in the success of Topo Chico Hard Seltzer’s national expansion and the introduction of Topo Chico Ranch Water Hard Seltzer,” he said.
Earlier, Coca-Cola partnered with Constellation brands to distribute a spirit-based line of ready-to-drink cocktails under the Fresca brand.
Coca-Cola’s recent moves come as the no and low alcohol beverages category continues to outperform full alcohol in major markets across the globe.
According to new research from IWSR, the no and low alcohol category has been recording higher single-digit growth during the past year.
In the period between 2018 and 2021, the category grew from US$7.8bn to just under $10bn across the key focus markets of Australia, Brazil, Canada, France, Germany, Japan, South Africa, Spain, the UK, and US.
Coca-Cola’s entry into the alcohol sector is strategic as Fresca, Topo Chico, and now Simply Spike brands all fall in this rapidly growing category.
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