In a move that further expands its presence beyond beer, Molson Coors Beverage Co. is expanding its partnership with ZOA Energy, the energy drink co-founded by Dwayne “The Rock” Johnson.
The Chicago-based company is upping its investment in ZOA, which will allow the Tampa, Florida-based company to double its planned media budget for the coming year while continuing to grow sales and distribution footprints, Molson Coors said.
The increased investment also will give Molson Coors a presence on ZOA’s board of directors.
The two companies partnered to launch ZOA in 2021 as part of Molson Coors’ “ambitions to expand its beyond beer portfolio,” said Molson Coors, which recently made its first spirits acquisition. “Today, with a suite of beverages that range from flavored-alcohol beverages like Simply Spiked to whiskies from Coors Spirits Co. and non-alcohol options like ZOA, Molson Coors has established its beyond beer credentials and is looking to propel ZOA’s growth across its retail and direct-to-consumer business.”
Michelle St. Jacques, Molson Coors’ chief commercial officer, said the investment is another step for Molson Coors toward being “a total-beverage company. ZOA is an incredible brand in a growing category, so we’re fueling it with the right resources to scale and accelerate its results to become a bigger player in the energy space.”
ZOA, available at more than 42,000 retailers and more than 160,000 points of distribution across the United States and Canada, reported more than $100 million in sales in 2022 and 138% year-over-year growth, Molson Coors said.
A top-15 energy drink according to Circana, ZOA’s eight flavors are made with all-natural ingredients and zero sugar; its ZOA+ pre-workout offering has four flavors.
“We founded ZOA Energy to deliver the best quality energy drink formulations to the marketplace,” Johnson said. “Through innovation and commitment, we’ve created a range of high-quality products that both fuel the daily lives of our customers and taste great. With Molson Coors, a trusted partner that shares our passion for beverages, we can further deliver on that promise to an even wider audience.
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