USA – The American brewing company, MillerCoors has launched a new line of sparkling cocktails under the Cape Line brand.
The new range contains 120 calories with a goal to appeal to health-conscious consumers who would prefer low-calorie options to leading flavored malt beverages.
They come in three flavors: Blackberry Mojito, Margarita and Hard Strawberry Lemonade, looking to expand the company’s growth trajectory outside its mainstream beer category.
The company said Cape Line is made with six non-artificial ingredients to provide a sweet and effervescent flavor.
With an ABV (alcohol-by-volume) of 4.5%, the new range targets a group it calls its “tribe” (25- to 35-year-old women), while it is also suitable for both men and women.
“Cape Line is packaged in two variety packs, a traditional 12-pack with six slim cans of Hard Strawberry Lemonade, and three each of Blackberry Mojito and Margarita, as well as a six-pack with two slim cans per flavor,” said the company.
“The latter is an effort to encourage consumer trial and land on shelves in smaller outlets such as convenience stores.
“To start, one flavor, Hard Strawberry Lemonade, also will be available in a stand-alone six-pack.”
According to the company, the six-pack option provides people with a variety to choose from even as sales in this category have been on the rise.
The launch will be supported by marketing campaign in April including TV, digital, social and out-of-home that introduces the brand and its flavors to consumers and highlights its attributes — high flavor with lower calories.
The campaign features the song “Juice” by Lizzo also airing on streaming services, such as Hulu and YouTube, and on social media.
“Today, people want it all – they want simple and natural ingredients, and flavour without compromise,” said Sofia Colucci, vice president of innovation at MillerCoors.
“With 75% fewer calories than a classic margarita and the same bold flavour of cocktails, Cape Line represents the best of both worlds.”
“The beverage landscape is evolving quickly and MillerCoors is committed to offering people what they want.
“Cape Line hits on a variety of consumer demands – bold taste that does not compromise on being a healthier option.”
Plans for the new Cape Line range were unveiled last August, to offer “sessionable” alcoholic beverages for consumers looking for lower-calorie versions of their favourite drinks.
The company introduced a new light beer line called Two Hats, targeted at millennials earlier last year.