CHICAGO —Molson Coors Beverage Co. signed an exclusive distribution deal to launch ZOA, a better-for-you energy drink created by a team including actor and retired professional wrestler Dwayne Johnson.
ZOA will be available in March in five flavors and sold in single-serve 16-ounce cans. The energy drink contains natural ingredients like turmeric, camu camu and acerola cherry. It also has vitamins C, D and B; added electrolytes and amino acids; and is made with caffeine derived from green tea and unroasted coffee beans.
The move marks a continuation of Molson Coors’ efforts to expand into nonalcohol beverages.
“We are committed to transforming into a beverage company and adding ZOA is another indication of the strength of our conviction," said Pete Marino, president of Molson Coors’ emerging growth division.
Zoa is Molson Coors’ first pure-play energy drink. The Chicago-based company traditionally known for its beers has recently added CBD and cannabis products to its profile through its partnership with L.A. Libations, El Segundo, Calif. It also expanded distribution of Philadelphia-based La Colombe Coffee Roasters’ ready-to-drink coffee products in convenience and drug stores nationwide.
While the energy drink category is competitive, partnering with Johnson for ZOA was the best-case scenario for Molson Coors because Johnson represents more of a celebrity partnership than a celebrity endorsement, Marlon Hernandez, senior director of Molson Coors’ nonalcohol business, said. Johnson worked with Dany Garcia, Dave Rienzi and John Shulman to create the above-premium energy beverage, Molson Coors said.
“ZOA is another step for us in building a sustainable [nonalcohol] business at Molson Coors, not just for today or tomorrow, but for the long-term,” Hernandez said.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.