Molson Coors is banking on growth in flavoured malt beverages as it launches Redd’s Wicked Lemonade

Molson Coors is banking on growth in flavoured malt beverages as it launches Redd’s Wicked Lemonade

Molson Coors' Redd's Wicked Lemonade

Category - Flavoured malt beverage, 8% abv

Available - From July

Location - US

Price - TBC

Molson Coors is to add a fourth line to its Redd's Wicked range of flavoured alcoholic beverages, Redd's Wicked Lemonade.

The new product will join Redd's Wicked Apple, Black Cherry and Watermelon when it rolls out in July. Molson Coors said the launch targets growing demand for flavoured malt beverages that has in part been driven by the existing Redd's Wicked portfolio.

Sales for higher-alcohol-by-volume FMBs were up 9% year-to-date through April 21, Molson Coors said citing Nielsen data for all-outlet and convenience stores. Sales for Redd's Wicked Apple were up 18% in the same period and in the same channels.

Redd's Wicked Lemonade's launch will be supported by out-of-home advertising, including billboards and bus stop displays, as well as a national social media campaign and in-store signs. Molson Coors said another new flavour, the limited-edition Redd's Wicked Strawberry Kiwi, will end its run in August.

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