Molson Coors is jumping on the hard seltzer bandwagon.
The brewer has inked a distribution deal with startup Bodega Bay to grow the brand – which is already listed in Sainsbury’s and Morrisons – across the rest of the mults and convenience.
The potential for growth in the burgeoning hard seltzer category was clear, said Molson Coors category, insight and innovation director Jim Shearer.
“We wanted to partner with a brand we felt had the ability, because of the sheer quality of the drink and brand proposition, to become a cornerstone of the category as it grows.”
Bodega Bay founder Charlie Markland said the two businesses “have a shared ethos around how to nurture and grow brands in the trade and this partnership means we now have the routes to market and knowhow to scale up in the right way”.
“We’re starting in the UK, but the plan is to scale internationally with Molson Coors, targeting Western Europe markets, Australia, Japan and South Korea.”
It comes as Molson Coors is expanding outside of its brewing heartlands into other categories: last year saw it move into soft drinks with the launch of hopped sparkling water brand Wellraiser.
Molson Coors recently slashed its range and scaled down its UK operations to help stave off damage from the coronavirus outbreak.