Molson Coors Beverage Company adds Bodega Bay hard seltzers to portfolio
Molson Coors Beverage Company has added Bodega Bay hard seltzers to its portfolio as the category, which is in its infancy in the UK, starts to attract more bigger players.
The company will support the rollout of the Bodega Bay range in stores across the country and it will look to secure new listings with multiple grocers and convenience stores.
The brand was first launched into the UK last year and this led to listings in premium retailers including Harrods, Harvey Nichols and Daylesford. It is now also stocked in Sainsbury’s and Morrisons.
The news also follows Molson Coors rebranding as Molson Coors Beverage Company at the end of last year, signalling its intention to continue expanding its portfolio beyond beer.
Jim Shearer, category, insight and innovation director for EMEA & APAC at Molson Coors Beverage Company, said: “Bodega Bay has successfully launched in the UK market thanks to its unique brand and truly great tasting liquid – immediately tapping into the big trends towards premium ready-to-drink alcoholic drinks and a desire for low calorie, naturally flavoured options that reflect a more health conscious lifestyle.
"The growth and opportunity in the hard seltzer category is clear, but 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.
“With Bodega Bay we feel we have the perfect brand and partner to help our customers make the most of the hard seltzer opportunity and build real longevity into the category.”
Charlie Markland, founder of Bodega Bay, said: “Joining forces with Molson Coors feels like a really natural and right next step for us. We wanted to work with a partner who had real presence in the trade, who could help us scale up, but also who had clear expertise and strength in managing and growing a new premium brand. We’ve seen the team at Molson Coors do that with Doom Bar, with Rekorderlig and Aspall.
“We 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 know-how 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.”
The Bodega Bay range of low-calorie sparkling alcoholic drinks at 4% ABV includes two distinctive, quintessentially British premium flavours – the flora and fauna-inspired Elderflower, Lemon & Mint, and superfood-infused Apple, Ginger & Acai Berry. Made for what Charlie Markland calls “healthy hedonist” consumers who want to enjoy an intensely refreshing alcoholic drink with friends but don’t want to compromise their healthy lifestyle with high calorie, artificially sweetened options, the Bodega Bay range contains entirely natural ingredients, just 73 calories and are gluten-free and vegan-friendly.
The drinks are available in 25cl cans which are ideal for on-the-go or outdoor occasions, with a Californian-inspired design that will provide a point of difference on the shelves. With a desire to be a summer drink with a purpose, Bodega Bay has also recently partnered with The Thirst Project, pledging to invest at least 1% of its sales to bring clean drinking water to people in need across 13 countries worldwide. This equates to 17 litres of clean drinking water per every can sold.
Last month Kopparberg launched its hard seltzer range and White Claw moved into the UK for the first time.