Molson Coors Beverage Co. has introduced Limeade, the new flavor from Simply Spiked. It developed the product to meet consumers’ desire for a tart and zesty option, said Jamie Rotnicki, Chicago-based Molson Coors Beverage’s vice president of innovation.
“We are on the forefront of the next big thing in flavor, which we identify using a combination of category insights and emerging consumer interest,” she said. “Of course, listening to our ‘day one’ fans also helps inform our next innovation. With the launch of Simply Spiked Limeade, we’re looking to build on the brand’s momentum from the past few years and bring our ‘day one’ fans a new line of flavors that’s as on trend as they are.”
Simply Spiked Limeade is available now and comes in four flavors—Signature Limeade, Cherry Limeade, Passion Fruit Limeade and Blackberry Limeade—and is sold in variety 12-packs and as standalone 24-ounce single cans of the Signature Limeade flavor. It contains 5% alcohol by volume, 5% real fruit juice, and is squeezed then concentrated.
With Simply Spiked Limeade, Molson Coors said it is building on the success of the portfolio, which has become a key part of its beyond beer ambitions at a time when consumers are looking for flavorful options. Volume sales of flavored alternative beverages were up 17% for the 13 weeks that ended Jan. 7 versus the year before, and up 16% for the 52-week period that ended Jan. 7, according to data from Chicago-based Circana.
Flavored alternative beverages continue to make inroads with younger, legal-age drinkers looking for unusual flavors and beverages that appeal to their lifestyles, including the soon-to-launch Happy Thursday spiked refresher, Molson Coors said.
“Consumers are entering the beer category through flavor, and younger legal-age consumers are twice as likely to buy a flavored-alc beverage than other generations,” said Sofia Colucci, Molson Coors’ chief marketing officer.
Molson Coors said Simply Spiked has been a success for the company due to the “enthusiasm of legal-age drinkers who have flocked to the brand and shared their love for it on social media.”
Simply Spiked Limeade’s launch is being supported by a marketing campaign kicking off in February, as well as a TV spot that will run during college basketball’s tournament, influencer partnerships and more.
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