CHICAGO–()–Molson Coors Beverage Company (NYSE: TAP; TSX: TPX) at present unveiled a brand new slate of non-alcoholic merchandise that it intends to roll this fall as half of the firm’s efforts to broaden past the beer aisle and attain extra customers searching for better-for-you drinks.

Last October, the nation’s second-largest brewer, then generally known as Molson Coors Brewing Company, redefined themselves as Molson Coors Beverage Company. In doing so, the firm laid out a transparent imaginative and prescient of leveraging the aggressive strengths of their basis in beer to develop in new areas past the beer aisle. Today marks the most important steps down that path thus far with the launch of these non-alcohol manufacturers.

“We’re following through on our promise to seek out new opportunities beyond beer, and we’ll continue to innovate and move into new spaces as it’s an important part of our long-term strategy,” mentioned Pete Marino, president of rising development for Molson Coors Beverage Company. “This is just the start of our entrance to the marketplace with breakthrough brands, and we couldn’t have a better partner to embark on this journey with than LA Libations.”

The first of the new manufacturers to hit cabinets shall be HUZZAH™, which launches this September in Southern California. A pumped-up, full-flavored seltzer with added probiotics to assist help a wholesome intestine, the shelf-stable beverage comprises 3g or much less of sugar per 12ouncescan and 15 energy or much less, giving HUZZAH™ a compelling point-of-difference in the common seltzer class. HUZZAH™ will launch on-line at DrinkHuzzah.com and at choose retailers in SoCal in three flavors: Strawberry & Hibiscus, Juicy Pear and Raspberry & Lemon.

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HUZZAH™ marks the first non-alcoholic innovation from the rising development division at Molson Coors since the firm took a long-term minority stake in L.A. Libations in November of 2019.

“These four brand launches are fueled by our dedication to health, wellness and social responsibility,” says Danny Stepper, CEO and co-founder of L.A. Libations. “With a keen eye on where the consumer is headed, in partnership with our key retail partners, we could not be more excited to launch these new innovative brands alongside our partner Molson Coors. These brands will give consumers an opportunity to taste tomorrow, today.”

Upcoming tasks will proceed to broaden the Molson Coors non-alcoholic portfolio by way of trailblazing product improvement. Future improvements in the pipeline embrace:

  • MadVine, a 100% plant-based, weight-reduction plan soda with zero energy, zero sugar and 0 synthetic components. Infused with monk fruit and recognizable components, together with bourbon vanilla, yuzu lemon and black cherry, MadVine will launch in three flavors: Clean Cola, Yuzu Lemon-Up, and Dr. Stepper.
  • Golden Wing, a cutting-edge, grain-based milk different filled with proteins and vitamins, made with top-quality barley and no components, stabilizers or frothing brokers.
  • A yet-to-be introduced, nootropic efficiency beverage that gives enhanced focus, vitamin, and improved efficiency with out the jitters related to high-caffeinated drinks, geared in the direction of players and builders.

“Each of these beverages micro-targets a group and problem-solves a very specific challenge that maybe hasn’t been looked at before,” mentioned Adam Louras, vice chairman of operations and product improvement at L.A. Libations. “That’s why I’m excited about these products—they are designed with real people in mind, and I’m pumped to get them in my own fridge.”

While Molson Coors basis is rooted in almost 250 years of brewing nice beers, the international beverage maker has signaled that it’s going to hunt down the vital development alternatives past the beer aisle as properly – whether or not it’s with CBD and hashish merchandise, non-alcohol drinks, wines or spirits. In addition to the merchandise created in partnership with L.A. Libations, Molson Coors has additionally developed non-alcoholic, cannabis-infused drinks for Canadian and Colorado markets by way of its joint ventures with the HEXO Corp.

To be taught extra about Molson Coors’ upcoming non-alcoholic improvements, please go to molsoncoorsblog.com.


For over two centuries Molson Coors has been brewing drinks that unite folks for all of life’s moments. From Coors Light, Miller Lite, Molson Canadian, Carling, and Staropramen to Coors Banquet, Blue Moon Belgian White, Blue Moon LightSky, Vizzy, Leinenkugel’s Summer Shandy, Creemore Springs and extra, Molson Coors produces some of the most beloved and iconic beer manufacturers ever made. While the firm’s historical past is rooted in beer, Molson Coors provides a contemporary portfolio that expands past the beer aisle as properly.

The firm’s dedication to elevating business requirements and leaving a constructive imprint on our staff, customers, communities and the atmosphere is mirrored in Our Imprint and our 2025 sustainability targets. To be taught extra about Molson Coors Beverage Company, go to molsoncoors.com, MolsonCoorsOurImprint.com or on Twitter by way of @MolsonCoors.


Founded by three finest buddies and beverage executives in 2009, L.A. Libations is a subsequent technology beverage creator, incubator and accelerator. L.A. Libations has cast business successes having fun with funding occasions and prized model exits with some of the largest beverage firms and retailers in the world equivalent to The Coca-Cola Company, Kuerig Dr Pepper, Amazon and 7-11. As the Emerging Beverage Category Captain and a trusted advisor to many of the nation’s largest retailers, L.A. Libations drives innovation in “better for you” beverage classes. L.A. Libations has supplied companies for established manufacturers, equivalent to Zico Coconut Water, Core Water and Body Armor; partnered with rising manufacturers like Space Shake, Limitless and Lucky Jack; and created manufacturers equivalent to Don’t Quit, Gloe Brands, and Arriba Chelada. In 2019 Molson Coors Beverage Company took a minority stake in L.A. Libations. To be taught extra about L.A. Libations, go to www.lalibations.com or on Instagram by way of @lalibations.

Forward Looking Statements

This press launch consists of “forward-looking statements” inside the that means of the U.S. federal securities legal guidelines. Generally, the phrases “believe,” “aims,” “expect,” “intend,” “anticipate,” “project,” “will,” “outlook,” “desire,” and comparable expressions establish forward-looking statements, which typically aren’t historic in nature. Statements that confer with projections of our future monetary efficiency, our anticipated outcomes, price financial savings and traits in our companies, and different characterizations of future occasions or circumstances are forward-looking statements, and embrace, however aren’t restricted to, expectations relating to the shopper preferences, our past beer ambitions, business forces, and anticipated outcomes. Although Molson Coors believes that the assumptions upon which its forward-looking statements are primarily based are affordable, it can provide no assurance that these assumptions will show to be appropriate. Important components that might trigger precise outcomes to vary materially from Molson Coors’ historic expertise, and current projections and expectations are disclosed in Molson Coors’ filings with the Securities and Exchange Commission (“SEC”). These components embrace, amongst others, the influence of the coronavirus pandemic, the influence of elevated competitors ensuing from additional consolidation of brewers, aggressive pricing and product pressures; well being of the beer business and our manufacturers in our markets; financial circumstances in our markets; availability or improve in the price of packaging supplies; success of our joint ventures; dangers regarding operations in creating and rising markets; modifications in authorized and regulatory necessities; our capability to implement our strategic initiatives; our capability to take care of model picture, popularity and product high quality; and different dangers mentioned in our filings with the SEC, together with our most up-to-date Annual Report on Form 10-Ok and our Quarterly Reports on Form 10-Q. All forward-looking statements in this press launch are expressly certified by such cautionary statements and by reference to the underlying assumptions. You shouldn’t place undue reliance on forward-looking statements, which converse solely as of the date they’re made. We don’t undertake to replace forward-looking statements, whether or not because of this of new data, future occasions or in any other case.

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