Molson Coors moves into hard seltzer category in UK with Bodega Bay partnership

Molson Coors has secured exclusive distribution partnership with Bodega Bay to support the roll-out of the hard seltzer range in stores across the UK.

The company said the move represents another step in its ‘beyond beer’ journey heralded by the re-branding as Molson Coors Beverage Company at the end of last year.

Launched in the UK in 2019, Bodega Bay hard will now benefit from Molson Coors’ routes-to-market strength and expertise to further scale its UK presence across multiple grocers and convenience retail.

Jim Shearer, category, insight and innovation director for EMEA & APAC at Molson Coors Beverage Company, said: “Bodega Bay has successfully launched in the UK market thanks to its unique brand and truly great tasting liquid – immediately tapping into the big trends towards premium ready-to-drink alcoholic drinks and a desire for low calorie, naturally flavoured options that reflect a more health conscious lifestyle.

“With Bodega Bay we feel we have the perfect brand and partner to help our customers make the most of the hard seltzer opportunity and build real longevity into the category.”

Charlie Markland, founder of Bodega Bay, said they plan to scale internationally with Molson Coors, targeting Western Europe markets, Australia, Japan and South Korea.

“Joining forces with Molson Coors feels like a really natural and right next step for us. We wanted to work with a partner who had real presence in the trade, who could help us scale up, but also who had clear expertise and strength in managing and growing a new premium brand. We’ve seen the team at Molson Coors do that with Doom Bar, with Rekorderlig and Aspall,” he said.

The Bodega Bay range of low-calorie sparkling alcoholic drinks at 4% ABV includes two quintessentially British premium flavours – the flora and fauna-inspired Elderflower, Lemon & Mint and superfood-infused Apple, Ginger & Acai Berry.

The range contains entirely natural ingredients, just 73 calories and is gluten free and vegan friendly. The drinks are available in 250ml cans, with a Californian-inspired design that will provide a point of difference on the shelves.