Molson Coors acquires majority stake in Dwayne Johnson’s ZOA Energy 

USA – Molson Coors Beverage Company has announced the acquisition of a majority stake in ZOA Energy, the “better-for-you” energy drink brand co-founded by actor and former professional wrestler Dwayne “The Rock” Johnson, along with Dany Garcia, Dave Rienzi, and John Shulman.  

This majority stake will allow Molson Coors to take full control of ZOA’s marketing, retail, and direct-to-consumer sales, advancing its position in the rapidly growing healthy energy drink market.  

The acquisition deal, which remains subject to standard regulatory approvals, marks a significant shift in the ongoing partnership between Molson Coors and ZOA, which began in 2021. 

Molson Coors Chief Commercial Officer, Michelle St. Jacques, noted: “We’re building a winning portfolio that offers consumers choices across a wide range of occasions, and non-alc is a key part of that strategy. ZOA opens the door for us to participate in more parts of the day and incremental opportunities beyond our core business. We’ve built a strong foundation with ZOA over the past three years and see a ton of opportunity for this brand to achieve its next stage of growth and scale.” 

Since its launch, ZOA has seen significant success in North America, now available in over 25,000 retail locations and more than 86,000 distribution points.  

The brand has gained traction with health-conscious consumers, boasting a 50 percent repeat purchase rate and attracting 30 percent of its customer base as newcomers to the energy drink market.  

The company’s focus on better-for-you ingredients, such as B and C vitamins, electrolytes, and zero sugar, has aligned with an increasing consumer demand for healthier energy drink options, which are outpacing traditional offerings in sales growth. 

Molson Coors’ recent moves to bolster ZOA’s presence included a national marketing campaign featuring Johnson, and the introduction of new packaging and a refreshed visual identity.  

The brand’s latest “Big Dwayne Energy” campaign keeps Johnson as the brand’s ambassador, highlighting the energy drink’s appeal to consumers seeking performance-oriented options in flavors like Frosted Grape, Tropical Punch, Strawberry Watermelon, and Cherry Limeade. 

While financial terms of the majority acquisition remain undisclosed, the shift reflects Molson Coors’ strategic expansion beyond its core alcoholic beverages into high-growth areas.  

In January 2021, Molson Coors signed an exclusive distribution agreement to launch ZOA and later expanded its investment, doubling ZOA’s media budget to further enhance brand visibility. 

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