Topo Chico is doubling its media budget within the hard seltzer category in May through August and ramping up paid social for the launch of its ready-to-drink (RTD) line Spirited, in response to a press release from Molson Coors. These moves come as the corporate continues to expand beyond beer and marks the fourth line extension in its partnership with The Coca-Cola Company.
Spirited, Molson Coors’ first RTD line made with real spirits, arrives as the general RTD category continues to grow. The segment posted 53% growth in 2021, which is roughly double the expansion of the wine and malt based categories, in response to the corporate.
However, the sector is extremely competitive attributable to the rapid growth rate. AB InBev owns the favored Cutwater Spirits RTD brand, which launched a visible refresh in February, and The Boston Beer Company this week launched Slingers, a line of malt-based RTD cocktails. Increasing media budgets could also be essential to interrupt through the noise, with the hassle by Topo Chico signaling the brand could also be seeking to capture a big stake within the category.
Spirited can be visually distinct from other alcoholic Topo Chico offerings, coming in 12-ounce standard cans which call out using real spirits. Additionally, 4 packs of the product might be present in the liquor aisle. Three flavors can be available initially, each inspired by a cocktail. The Tequila & Lime flavor is inspired by ranch water, Tequila & Grapefruit by a paloma and Vodka & Lemon, a Chilton. Topo Chico Spirited is ready to be sold in 22 states.
The Spirited line is the fourth extension of the Topo Chico partnership between Molson Coors and The Coca-Cola Company because the release of Topo Chico Hard Seltzer in 2021. Other releases include the Topo Chico Hard Seltzer variety pack, Topo Chico Margarita Hard Seltzer variety pack and Topo Chico Ranch Water Hard Seltzer.
As the alcohol industry evolves and beer loses market share, Molson Coors continues to expand its offerings outside of beer to be able to future-proof the business.
“This just underscores the evolution of our company,” said Alex Ottenheimer, marketing manager for Topo Chico Spirited, in a press release concerning the launch.
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