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May 10, 2021updated 11 May 2021 11:28am

Molson Coors Beverage Co takes aim at hard seltzer rivals with Miller Genuine Draft rocket launch event – video

Molson Coors Beverage Co is set to send a case of one of its competitors' hard seltzer brands into space as part of a tongue-in-cheek marketing promotion for Miller Genuine Draft.

Prior to the 13 May launch, the company is inviting US consumers of legal drinking age to vote which hard seltzer brand should be “propelled from the planet” through the company website. The launch will be live-streamed on the Miller Lite Facebook and Twitter pages from 4pm EST.

“Miller makes beer for people who love beer,” says Miller Family of Brands VP, Sofia Colucci. “Other brands, including some of our siblings, make other things, too. That’s great. We launch beers, and we launch everything else into space.”

Last month, Molson Coors’ 11% year-on-year sales dip headlined a turbulent set of Q1 2021 results that included a 39.5% sales drop in Europe.

How Anheuser-Busch InBev’s Carlos Brito changed the drinks industry like no other – click here for a Just Drinks comment


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