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May 20, 2021

Molson Coors Beverage Co’s Proof Point Spirited Seltzers – Product Launch

Molson Coors Beverage Co has come good on the promise to add what the group is positioning as a higher-end hard seltzer in the US.

  • Category – Alcoholic sparkling water, 5% abv
  • Available – From this month
  • Location – The US, available in 27 states
  • Price – SRP of US$9.99 per four-pack of 12oz (34.1cl) cans

Proof Point, which was teased by the company eight months ago, is rolling out to 27 markets across the country this month. Retailing at US$9.99 per four-pack, each of the four variants has a spirits base.

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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:
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  • What is driving consumer choices when shopping for food and beverages?
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Enter your details here to receive the free whitepaper.
by GlobalData
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The line comprises:

  • Vodka Seltzer with Lime
  • Whiskey Seltzer with Blackberry Lemon
  • Rum Seltzer with Mango Pineapple, and
  • Tequila Seltzer with Grapefruit

“We love that Proof Point is already making its mark on culture, but our ingredients are also a major reason for why this brand is different,” said Brittany Lanier, Proof Point’s senior marketing manager at Molson Coors. “We’ve crafted Proof Point with high-quality spirits that were previously missing from the category, like barrel-aged whiskey, Caribbean rum, six-times distilled vodka and Mexican Tequila.

“This brand is all about amplifying and elevating the realest voices with a hard seltzer that matches their authenticity.”

Proof Point joins Coors Seltzer and Vizzy in Molson Coors’ hard seltzer assault, which also includes The Coca-Cola Co’s Topo Chico.

Why Heineken’s Distell Group swoop would be all about South Africa – Click here for an analysis

Related Companies

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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