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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.

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.

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