USA. Molson Coors crosses the threshold of "ready to drink"
New partnership for distribution of Ckbg's Superbird cocktails
Molson Coors Beverage Company has announced a new partnership to distribute CKBG’s Superbird ready-to-drink cocktail. Superbird is a carbonated 5.9% ABV take on a Paloma, made with 100% blue agave tequila, grapefruit juice, agave nectar and sparkling water. Through the partnership, Superbird will leverage the Molson Coors distribution network with the aim of expanding its footprint nationally.
The agreement marks Molson Coors’ entry into the premium ready-to-drink (RTD) spirits category and represents its latest effort to expand "beyond the beer aisle". Last year, the company rebranded as Molson Coors Beverage Company as it aimed to diversify its portfolio into new product categories, such as non-alcoholic beverages.
“We have clearly executed on our promise to evolve our portfolio beyond beer and moving into fast-growing RTD cocktail space with an incredible brand like Superbird only strengthens our position as a true beverage company,” said Pete Marino, president of emerging growth at Molson Coors. “CKBG created a delicious, authentic, super-premium brand, and it equips our company, and our distributors with another high-quality option”. Joe Marchese, co-founder of CKBG, added: “We’re thrilled to partner with Molson Coors and have a distribution network that aligns with our higher purpose. We’re honoured to be working hand in hand with one of the best beverage companies in the world, and one that understands the high-quality standards to which we hold ourselves and our product”.
EFA News - European Food Agency