News

Molson Coors rolls out Cape Line RTD cocktails - video

Most popular

Interview - Pernod Ricard CFO Helene de Tissot

Interview - Pernod CFO Helene de Tissot - Pt II

The just-drinks Analyst returns

just-drinks speaks to Pernod CEO Alex Ricard

Pernod breaks boundaries with Chinese distillery

MORE

Molson Coors' US unit MillerCoors has rolled out its line of sparkling cocktails in the country.

The company said that Cape Line, which was first announced in August last year, started rolling out to the US off-premise last week. The launch is supported by a marketing campaign, including TV, digital, social and out-of-home.

The TV campaign includes three 15-second spots, featuring the song 'Juice' by Lizzo. The spots will air across 20 networks, the brewer said, as well as on digital and social channels.

"By going all-in on media, we're really reinforcing the fact that this is a big launch for us, and we want to make sure we're getting as many eyeballs as we possibly can," said Sofia Colucci, VP of innovations at MillerCoors. "We're going to be all over TV and all over social media. We know it's super important to get mass awareness so we can get Cape Line off to a fast start."

The 120-calorie, 4.5%-abv flavoured malt beverages come in three variants:  Blackberry Mojito, Margarita and Hard Strawberry Lemonade. The core consumer target is 25-35 year-old women.

"Our strategy is to double the top and halve the bottom" - Interview, Kay Nash, MD of Distell's Libertas Vineyards & Estates


Related Content

Hard seltzers

Hard seltzers "here to stay" - incoming Molson Coors CEO...

Molson Coors can take heart from Q1 silver linings - Analysis

Molson Coors can take heart from Q1 silver linings - Analysis...

Anheuser-Busch InBev hits back at Molson Coors 'corngate' lawsuit

Anheuser-Busch InBev hits back at Molson Coors 'corngate' lawsuit...

Constellation Brands low-value clear-out will hurt wine - just-drinks thinks

Constellation Brands low-value clear-out will hurt wine - just-drinks thinks...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?