Topo Chico Hard Says ‘Hello’ to New Campaign & Margarita Flavored Seltzer

From Miller Molson Coors &  Nick Kindelsperger:

✓  Topo Chico Hard recently launched two innovations with full margarita flavor 
✓ New “Adios, Hello” campaign inspires 21+ consumers to tap into the unconventional  
✓ The brand is seeing increased velocity and growth in c-stores 

As summer temperatures rise and people start flocking to prime patios and outdoor happy hours, Topo Chico Hard is ready to refresh the summer season. 

And it’s not just beloved flavors like Strawberry Guava and Ranch Water. The brand just launched Topo Chico Hard Margarita Flavored Alcohol Beverage at 6% ABV with full margarita flavor, and Topo Chico Hard Margarita Max FAB at 8% ABV and bolder margarita flavor, both made with real lime juice. 

“We saw a big opportunity for the brand to not only play in hard seltzer but also launch a more full-flavored and refreshing experience,” says Vice President of Marketing Above Premium Flavor Elizabeth Hitch.  

Along being made with real lime juice, Hitch explains that Topo Chico Hard is also lightly carbonated. 

“It has a full margarita flavor, making it perfect when lounging by a pool or sitting on a patio,” says Hitch.  

Now available in 12 packs of 12-ounce cans, Topo Chico Hard Margarita FAB comes in a variety pack with four flavors – signature margarita, prickly pear, tropical pineapple and strawberry hibiscus.  

The brand also launched Topo Chico Hard Max, which features a bolder margarita flavor and an 8% ABV.  

Topo Chico Hard Margarita Max FAB is available in 24-ounce cans in most states and in 16-ounce cans in select states. 

Saying hello to new campaigns, new partners

In addition, Topo Chico Hard is also bringing the heat with its new “Adios, Hello” campaign, leaning into what makes the brand so unique.  

“The team asked, ‘What does it mean to open a Topo Chico Hard?’” Hitch says. “You’re saying ‘adios’ to the expected and ‘hello’ to something more bright, bubbly and interesting.”  

New TV and digital ads, running throughout the summer season, showcase how the brand inspires others to say goodbye to the everyday.  

The new campaign comes as Topo Chico Hard is seeing some green shoots and positive performance momentum
. 
While dollar share for the brand is nearly flat for the last four weeks, Topo Chico Hard Seltzer and Topo Chico Hard’s new margarita flavored innovations have increased velocity month over month since January 2025, according to Circana for the year to date ending June 1. And for the four weeks ending June 8, Topo Chico Hard was the only seltzer brand with increased velocity, according to Circana. 

The brand is also seeing gains in c-stores, up 7.7% in c-store dollar sales, according to Circana for the last four weeks ending June 1.  

When it comes to innovations, those are starting to show signs of success, too. Topo Chico Hard Margarita FAB is the No. 2 FAB innovation in volume sales for grocery stores and the No. 3 FAB innovation overall in terms of volume, according to Circana for the last 4 weeks ending May 25.   

Hitch believes the refreshed portfolio and new innovations help the brand appeal to 21+ consumers, no matter what they are looking for.  

Topo Chico Hard Seltzer is also the official hard seltzer of Leagues Cup, the tournament between teams from Liga MX in Mexico and Major League Soccer in the United States and Canada. Alongside Coors Light, the official beer sponsor of the tournament, the two Molson Coors brands will promote the partnership and appear together in retail.
  
To better pop in the off-premise, Topo Chico Hard Seltzer also has soccer-focused retail displays and other media in both English and Spanish available all tournament long.  

With these moves, Hitch says the brand is ready to take on the busy summer season. 
 
“With new innovations, new creative and new partners – we’re leaning into Topo Chico Hard’s undeniable cool factor, bringing fun and refreshment to 21+ consumers, no matter where they are,” she says. “We believe that whether it’s a high-end restaurant, your favorite bar or while you’re cheering on your favorite teams, Topo Chico Hard elevates the occasion.”