US – Molson Coors Beverage is partnering with Casa Komos Beverage Group to distribute Superbird, a 100% blue agave tequila-based cocktail, across markets in the United States.
The agreement marks Molson Coors’ first entry into the premium ready-to-drink spirits category and its latest move beyond the beer aisle.
Using Molson Coors’ distribution network, Superbird -which was first lauched in 2018 – will expand nationally, starting with 10 new markets this spring.
Molson Coors has moved aggressively to expand its reach beyond the signature brews in its namesake into other beers, alcohols and nonalcoholic beverages.
Just two weeks ago, Molson Coors signed an exclusive distribution deal to launch ZOA, a nonalcoholic energy drink made with better-for-you, natural ingredients.
The current passion for products beyond the beer aisle trace its roots back to 2019 when the company under new CEO Gavin D. Hattersley announced a new strategy to venture beyond the beer aisle.
“We have clearly executed on our promise to evolve our portfolio beyond beer and moving into fast-growing RTD cocktail space with an incredible brand like Superbird only strengthens our position as a true beverage company.”Pete Marino, president of emerging growth at Molson Coors.
A little more than a year ago, Molson Coors, in fulfillment of its strategy, dropped the word brewing from its name replacing it with the broader description of “beverages.”
Since then, the Chicago-based company — also known for signature brews like Miller and Blue Moon — has grown its portfolio in nearly all facets of the beverage space.
This includes everything from beer and other forms of alcohol to better-for-you options that cater to consumers looking for plants, probiotics and other healthier ingredients.
In alcohol, Molson Coors purchased craft beer maker Atwater Brewery, formed a joint venture to brew and sell Yuengling beer in parts of the country, and agreed to manufacture, market and distribute Topo Chico Hard Seltzer in the U.S.
Earlier this month, Truss CBD USA, a joint venture majority owned by Molson Coors and operated with Canadian cannabis producer Hexo, announced the U.S. launch of Veryvell, a line of sparkling, nonalcoholic CBD drinks.
Molson Coors also announced in September a suite of nonalcoholic products including a full-flavored seltzer with added probiotics; a plant-based diet soda; and a grain-based milk alternative packed with protein and nutrients.
“We have clearly executed on our promise to evolve our portfolio beyond beer and moving into fast-growing RTD cocktail space with an incredible brand like Superbird only strengthens our position as a true beverage company,” Pete Marino, president of emerging growth at Molson Coors, said in a statement.
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