View all newsletters
Receive our newsletter – data, insights and analysis delivered to you
  1. News
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.

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

NEWSLETTER Sign up Tick the boxes of the newsletters you would like to receive. The top stories of the day delivered to you every weekday. A weekly roundup of the latest news and analysis, sent every Monday. The industry's most comprehensive news and information delivered every quarter.
I consent to GlobalData UK Limited collecting my details provided via this form in accordance with the Privacy Policy


Thank you for subscribing to Just Drinks