Molson Coors takes majority stake in ZOA energy drink

Taking a majority stake allows Molson Coors to lead the entirety of ZOA’s marketing, retail and direct-to-consumer sales and development. As better-for-you energy drink sales outpace the broader segment, the deal signals Molson Coors’ belief in ZOA’s growth potential, the Chicago-based company said. 

It follows ZOA’s new packaging, new visual identity and its first national marketing campaign featuring actor and retired professional wrestler Johnson. 

“We’re building a winning portfolio that offers consumers choices across a wide range of occasions, and non-alc is a key part of that strategy,” said Molson Coors Chief Commercial Officer Michelle St. Jacques. “ZOA opens the door for us to participate in more parts of the day and incremental opportunities beyond our core business. We’ve built a strong foundation with ZOA over the past three years and we see a ton of opportunity for this brand to achieve its next stage of growth and scale.”

ZOA has repeat purchase rates of 50% and 30% of ZOA buyers are new to the energy segment, Molson Coors said. 

Johnson will remain a visible face of the brand through its “Big Dwayne Energy” campaign.

In January 2021, Molson Coors signed an exclusive distribution deal to launch ZOA. Then in September 2023 it boosted its investment in ZOA, allowing the energy-drink brand to double its media budget for the year.

ZOA is available at more than 25,000 retail locations across North America. It represents one piece of Molson Coors’ strategy to expand its total beverage portfolio.

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