Molson Coors works with Gen Z to craft fizz-free spiked refreshers

By: Trademagazin editor Date: 2023. 10. 17. 09:54

Furthering its portfolio innovation strategy, the beverage giant said it developed Happy Thursday, a non-carbonated offering, with insights from a panel of young consumers.

Today, Molson Coors announced Happy Thursday, a line of spiked refresher beverages aimed at young drinkers. The company said it created the beverage using insights from a panel of Gen Z consumers over 21.

The line will debut in March 2024 in four flavors: Strawberry, Pineapple Starfruit, Black Cherry and Mango Passionfruit. Each 12 ounce can contains 4.4% alcohol-by-volume.

The beverage giant said it set out to develop a canned, low-alcohol drink that did not contain carbonation designed for consumers looking to avoid bloating and burning.

Molson Coors intends to gain one-third of its net sales revenue from premium offerings in the near future, with upscale beverages comprising 28% of its sales in 2023.

Food Dive