Molson Coors Beverage Company has announced a £25m investment in its Burton-upon-Trent brewery that includes a new hard seltzer canning line and upgrades to its beer and cider packaging facilities.
Following the success of the category in the US, Molson Coors said it is getting itself ready to meet the expected rapid growth in demand for hard seltzers in the UK and Western Europe with the investment in the new canning line.
“The hard seltzer and ready-to-drink (RTD) categories present a huge opportunity for growth. The RTD category is the fastest growing in alcohol globally and, while it’s early days, we’re seeing strong indications that hard seltzers will prove as popular in Western Europe as they have in the US,” Phil Whitehead, managing director of Molson Coors Beverage Company in Western Europe, said.
“This investment will allow us to scale up at speed and help our customers to rapidly respond to that growing demand from consumers in this quickly emerging category.”
The new line will package Molson Coors’ 4% ABV hard seltzer brand Three Fold, sold in three flavours Red Berries, Citrus and Tropical, in 330ml sleek can, as well as support future innovation in the ready-to-drink category and premium beers.
Earlier in June, Molson Coors has launched a £5m multi-media and experiential marketing campaign to support the launch of Three Fold – the biggest brand investment the company has ever made into a new category.
Work to install the new hard seltzer canning line will begin in late 2021 and the first cans are due to be produced from the new line in late spring 2022. Molson Coors will also upgrade its beer and cider packaging lines which will significantly improve efficiencies in its operations. This work will also begin later this year and is expected to be complete by early 2022.