American beverage company Molson Coors is looking to extend its boundaries beyond beer production and to do so has increased its partnership with ZOA Energy Beverage, the leading energy drink co-founded by Dwayne “The Rock” Johnson, Dany Garcia, Dave Rienzi and John Shulman. Thanks to this new investment, ZOA will double its planned media budget for the coming year as it continues to grow its sales and distribution footprint. Through the increased investment, Molson Coors will also have a presence on the ZOA board of directors.
The union between the two beverage companies came about in 2021 with the launch of ZOA. This alliance between Molson Coors was intended to increase the variety of products they offered, from beers such as Simply Spiked to whiskey and non-alcoholic beverages such as ZOA. This company wants to drive ZOA’s success in both its retail and direct-to-consumer business.
Molson Coors commercial director Michelle St. Clair. Jacques, expressed satisfaction that the company is investing heavily in ZOA, a brand that is expanding significantly in the energy space.
“ZOA is an incredible brand in a growing category, so we are nurturing it with the right resources to scale and accelerate its results to become a bigger player in the energy space,”
she added.
The ZOA drink is very popular in both the United States and Canada. It has more than 42,000 retail outlets and almost 160,000 distribution points where it is sold. In 2022, it exceeded US$100 million in sales, representing a 138% increase in sales. One of the top 15 energy drinks according to Circana, ZOA’s eight-flavor line is made with all-natural ingredients and zero sugars; its ZOA+ pre-workout offering features four flavors. The energy drink has been boosted by a colorful new visual identity launched earlier this year, and programs with its co-founder, one of the world’s biggest movie stars.
“We founded ZOA Energy to bring best-in-class energy drink formulations to the market. Through innovation and commitment, we have created a range of high-quality products that fuel our customers’ everyday lives and taste great. With Molson Coors, a trusted partner that shares our passion for beverages, we can further deliver on that promise to an even broader audience.”reiterated Johnson. Molson Coors has also maintained its unstoppable run, expanding its portfolio over the past year and a half. Last August was a particularly exciting month for the company, when it acquired Blue Run Spirits. Not content with this, they announced the arrival of Peace Hard Tea this past summer, taking The Coca-Cola Company’s tea as a reference.
“We have been building our beyond-beer portfolio steadily for years, and it is paying off. We believe ZOA has the potential to be the next big energy drink brand, and it’s a great example of investing in a brand that is disrupting a growing category.”concluded the board.
Peace Hard Tea, the new release from Molson Coors
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