Vizzy, Coors Seltzer double flavors in Canada with new variety packs

From Miller Coors & Alex Parker:

Vizzy Hard Seltzer and Coors Seltzer are introducing three new variety packs in Canada – doubling their flavours – that will play a crucial role in Molson Coors’ ambition to aggressively grow its share of the segment. 

Both brands launched in Canada last spring, and together surpassed a 9 share of the nation’s hard seltzer market in 2021.

Vizzy’s new lineup includes its Signature Pack, made up of four flavors: Papaya Passionfruit, Blackberry Lemon, Raspberry Tangerine and Strawberry Watermelon. It’s also expanding its Lemonade offering, launching two new flavors into a variety pack, adding Strawberry Lemonade and Peach Lemonade to its existing cohort of Raspberry Lemonade and Watermelon Lemonade.

“We know hard seltzer consumers look for flavor, and the Vizzy Signature Pack is bringing varieties like no one else,” says Michelle Sowinski, senior brand manager for seltzer and flavor. Each 355-milliliter serving contains 100 calories, 5% alcohol by volume and Vizzy’s signature superfruit acerola cherry.

The brand’s lemonade variety pack, meanwhile, lands in a fast-growing sub-segment of the hard seltzer market in Canada. “It’s something even non-hard seltzer drinkers are inclined to purchase,” Sowinski says, noting that nearly a quarter of non-seltzer drinkers say they’d buy lemonade hard seltzer.

Coors Seltzer also is building its portfolio with refreshing flavors with its new Splash Pack. Its four new flavors – Blue Raspberry, Fruit Punch, Strawberry and Peach – lean into the notion of refreshment and are inspired by popular flavors found in energy drinks and sport drinks, Sowinski says.

All three variety packs are available nationwide, with malt or vodka bases, depending on the location.

With the cumulative introduction of 10 new flavors, Molson Coors Beverage Company’s hard seltzer offering in Canada is effectively doubling. With its bigger presence, the company’s ambition in the seltzer category is growing, too, especially with the addition of Topo Chico Hard Seltzer, landing in Canada later this year.

“Last year was an amazing first year, and we have larger goals to grow hard seltzer in Canada,” Sowinski says. “Consumers are always looking for new things to try, and we are going to continue to innovate and provide them with new flavors and experiences.”

Hard seltzers remain among Molson Coors’ top growth priorities in Canada, she says. Last year, Molson Coors made a $100 million investment in its Canadian operations, allowing it to more than quadruple its in-house production capability.

The launch also heralds another change from the brands. Now firmly ensconced in the category, both brands aim to build more emotional connections with consumers this year.

Vizzy and Coors Seltzer plan to reach more drinkers at events and music festivals like Quebec’s popular Osheaga and Boots and Hearts in Ontario. Vizzy’s new marketing campaign, "Iz a Vibe," which positions Vizzy as a positive influence on everything around it, is underway in Canada, too, and it plans to continue engaging meaningfully with the LGBTQ+ community.

Coors Seltzer recently announced plans to double its water restoration support efforts in Canada, bringing its total to 6.5 billion liters and will launch a new campaign aimed at millennial drinkers in May.

“We’re excited to get consumers to experience and get to know these brands,” Sowinski says. “Launching so many new flavors, new campaigns, new commitments, and new experiences shows how important this category is and how serious we’re taking it as a company.”