VICTOR, N.Y., and ATLANTA —Constellation Brands and The Coca-Cola Co. are partnering to launch Fresca Mixed.
The alcohol beverage is based off of Coca-Cola’s Fresca sparkling soda water, which comes in flavors like Grapefruit Citrus, Black Cherry Citrus and Peach Citrus. People use the drink as a mixer, according to Constellation Brands, but with Fresca Mixed consumers won’t have to add in liquor.
The companies expect to launch Fresca Mixed cocktails in 2022 using real spirits inspired by recipes created by Fresca fans from around the world, Constellation Brands said. It did not specify what flavors the ready-to-drink (RTD) cocktails would come in.
“One of the core tenets of our innovation strategy is a belief in the power of extending strong and trusted brands in thoughtful ways to bring to market unique products that resonate with consumers,” said Mallika Monteiro, Constellation’s chief growth, strategy and digital officer. “This is an exciting agreement that allows us to continue expanding our premium portfolio in ways that deliver distinctive consumer value propositions that include things like more flavor, different alcohol bases and functional benefits.”
The products will be produced and marketed by Victor, N.Y.-based Constellation and distributed through Constellation’s distribution networks.
“Our new relationship with Constellation Brands is ideal due to their consumer-focused approach to brand building, expansive distribution network and distilled distribution expertise,” said Dan White, chief of new revenue streams for the Coca-Cola North America Operating Unit, Atlanta. “With the launch of Fresca Mixed by Constellation, people will have an entirely new way to enjoy the taste of Fresca, now mixed with real spirits.”
Adult alternative beverages, including RTD cocktails, represent nearly an $8 billion segment, projected to grow at a 15 to 17% compound annual growth rate (CAGR) over the next three years, according to Constellation Brands market research. And Fresca is the fasted growing soft drink trademark in Coca-Cola’s portfolio the company said, citing Chicago-based NielsenIQ data.
This isn’t the first time Coca-Cola has made an alcohol version of one of its sparkling products. In 2021, it launched Topo Chico Hard Seltzer, inspired by its Topo Chico Sparkling mineral water.
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