Beverages

V Group Aims to Create New Beverage Category With Acquisition

Eyes beach theme with Moonlight Beach Cooler carbonated malt beverage
V Group has acquired beverage brand Moonlight Beach Cooler
Photograph courtesy of V Group Inc.

CARLSBAD, Calif. — V Group Inc. has acquired the beverage brand Moonlight Beach Cooler, a “full-flavor” carbonated malt beverage that will compete in the growing flavored malt beverage market, the company said.

V Group and Moonlight Beach Cooler have agreed to the acquisition without disrupting the current share structure of V Group, and the acquisition is predicated on future performances of both parties.

Moonlight Beach Cooler will be offered in three all-natural flavors:

  • Mixed Berry, with a bright red background
  • Tropical Citrus, with a lime green background
  • Luau Fruit, with an orange-yellow background

The colorful 12-ounce slim can features beach and surf scenes, and Moonlight Beach Cooler will offer flavors much bolder than what is currently available in the marketplace, V Group said.

Each 12-ounce can has 100 calories with 5% alcohol, making it a solid product for an active lifestyle, V Group added.

Carlsbad, Calif.-based V Group, which said it thinks it’s time to reinvent the flavored malt beverage market, with this acquisition aims to create a new category called “beach cooler.” This category would combine the full flavor of wine coolers from the ’80s and ’90s with the low-calorie crispness of 21st century beverages.

V Group has contracted with a brewery in Southern California, with the first production scheduled for August with additional productions available as needed.

Moonlight Beach Cooler will be packaged in a 12-pack variety case, with each case containing all three flavors. The national launch of Moonlight Beach Cooler will be at the National Association of Convenience Stores (NACS) trade show in Las Vegas from Oct. 2-4.

Moonlight Beach Cooler is currently in discussions with a major network of beer brands to expand distribution domestically in 2023, V Group said.

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