Molson Coors launches probiotic seltzer
Huzzah Probiotic Seltzer is a ‘pumped-up, full-flavored seltzer with added probiotics to help support a healthy gut. The shelf-stable beverage has 3g sugar and 15 calories per 12 ounce can (or fewer, depending on the flavor). The three flavors are Strawberry & Hibiscus; Juicy Pear; and Raspberry & Lemon.
Huzzah launches in the US this month with support from L.A. Libations, a next-generation beverage incubator in which Molson Coors owns a minority stake. It will be available online and in select Southern California retailers.
'Coronavirus has accelerated demand for functional benefits'
Best known for beer brands such as Coors Light, Miller Light and Blue Moon, Molson Coors has set out its ambitions to move beyond beer (not least with a company name change from Molson Coors Brewing Company to Molson Coors Beverage Company last year).
In November it announced a multi-year partnership with Californian beverage creator and incubator L.A. Libations as part of the company’s strategy to build out its non-alcoholic beverage business through new product innovation.
In creating HUZZAH, Molson Coors set out to build a probiotic seltzer with ‘feel-good energy and compelling functional benefits’, while leveraging the fast growth in sparkling water and seltzers.
“Building a strong portfolio of beverage products outside the traditional beer category to meet evolving consumer preferences is a critical part of our long-term strategy,” said Pete Marino, president of emerging growth for Molson Coors.
“The coronavirus has only accelerated consumers’ desire for flavorful beverages with functional benefits and HUZZAH delivers in a big way.”
Molson Coors’ other recent moves in non-alcoholic beverages includes the acquisition of California’s Clearly Kombucha in 2018; the launch of non-alcoholic beer Coors Edge in Canada in 2018; and hopped sparkling water brand Wellraiser in the UK last year.
