Molson Coors Ramps Up Hard Seltzer Production

Brewer also increases aluminum can capacity amid shortage
Molson Coors
Photograph courtesy of Molson Coors

CHICAGO —Molson Coors Beverage Co. is ramping up production for its Blue Moon LightSky, Vizzy and Coors Seltzer products. It’s also expected to launch two new hard seltzers early next year: Proof Point and Topo Chico Hard Seltzer.

The installation of new equipment in Molson Coors' Milwaukee, Wis., and Forth Worth, Texas, breweries allows for increased production capacity and will help the company meet growing demand for its new products. The multimillion dollar project was fully operational by Thanksgiving, the company said. 

“These investments will allow us to keep up with demand as we work to aggressively grow our above-premium portfolio and prepare for additional product launches that the revamped Fort Worth and Milwaukee breweries are now fully prepared to handle,” said Brian Erhardt, chief supply chain officer at Molson Coors, Chicago.

The company is adding two new hard seltzers in 2021. Topo Chico Hard Seltzer, a Coca-Cola Co. product that Molson Coors will exclusively distribute, and Proof Point, a hard seltzer made with premium ingredients, the company said. Many brewers have started to rethink beer as hard seltzer dollar sales rise.

An overhaul of Molson Coors’ brewery in Golden, Colo., and its investment in its Rocky Mountain Metal Container can plant will also enable the company to produce an additional 750 million slim cans per year.

This comes at a time when demand for aluminum cans are high and supply is low. Molson Coors President, CEO and Director Gavin Hattersley said in the company’s second quarter of 2020 earnings call when bars and restaurants closed amid the COVID-19 pandemic, demand for cans “went through the roof.” Acquiring 12-ounce cans has been a challenge due to a global can shortage, he said.

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