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April 15, 2021updated 11 May 2021 7:36pm

Molson Coors Beverage Co buys into anti-gang brewer Tru Colors

Molson Coors Beverage Co has bought a minority stake in Tru Colors, a North Carolina brewer that was founded to combat gang violence.

Molson Coors Beverage Co has bought a minority stake in Tru Colors, a North Carolina brewer that was founded to combat gang violence.

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Announced yesterday, the purchase gives Molson Coors equity in Tru Colors’ “above-premium” beer portfolio as well as a role in a company with a unique message. “This partnership represents an opportunity to not only invest in what we believe will be a successful business, but also in a brand with a strong social justice presence that will have an immeasurable positive impact on hundreds of lives,” said CEO Gavin Hattersley.

The brewer will enter Molson Coors’ US craft beer portfolio, Tenth & Blake. Financial details of the acquisition were not disclosed.

Tru Colors employs gang members and aims to curb street violence by providing opportunities to disadvantaged groups. The brewer has linked up with Molson Coors to help expand its business model to communities across the US.

Meanwhile, Tru Colors is building a production site in Wilmington, North Carolina, and will commence the distribution of Tru Light, a 95-calorie, 4.2%-abv lager, in North Carolina and Virginia this Summer.

“Tru Colors plays a significant role in [a] reduction of violence,” said CEO George Taylor, who founded the brewery in 2019. “I know the bullets that our team has stopped from flying on a regular basis.”

Anheuser-Busch InBev Performance Trends 2016-20 – results data

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Free Whitepaper
img

Understand the impact of decreasing sugar consumption on the F&B market

Growing consumer concern regarding health and wellbeing has increased the focus on reducing sugar consumption. This has driven food and beverage manufacturers, alongside governments, to take measures to meet this challenge. In addition, the pandemic heightened the focus on self-care, including implementing healthy eating to support the immune system. Now more than ever, consumers are paying attention to the amount of sugar and calories in the products they purchase. Access GlobalData’s new whitepaper, The Sugar Reduction Challenge – Past, Present and Future Outlooks within Beverages, to better understand the recent trends in sugar demand, how manufacturers and governments have responded to the challenge, and what solutions are available to the industry. The white paper covers:
  • The key factors behind the recent trends in sugar consumption
  • What is driving consumer choices when shopping for food and beverages?
  • How companies and governments are stepping up their efforts to meet consumers’ expectations
  • The outlook for sugar demand
  • Which ingredients stand to benefit from these future developments?
Enter your details here to receive the free whitepaper.
by GlobalData
Enter your details here to receive your free Whitepaper.

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