Molson Coors has announced that it will take a majority stake in ZOA, the healthy energy drink brand co-founded by Dwayne “The Rock” Johnson, Dany Garcia, Dave Rienzi and John Shulman.
Given that the healthier energy drink segment has driven 100% of the category’s growth so far this year, this move reflects Molson Coors’ belief in ZOA’s growth potential. It also follows a period of key initiatives, including new canned packaging, a new visual identity and ZOA’s first-ever national marketing campaign featuring high-profile co-founder Dwayne “The Rock” Johnson.
The move allows Molson Coors to lead ZOA’s marketing, retail and direct-to-consumer sales, which, according to chief commercial officer Michelle St. Jacques, positions ZOA and its portfolio for future growth.
One factor bolstering Molson Coors’ confidence is ZOA’s buyback rates, which reach 50%, and its ability to attract new consumers to the energy drink market, with 30% of ZOA’s buyers being new to the space. The brand’s direct-to-consumer business is also a major driver of sales and visibility, including its position as one of the top ten energy drink brands on Amazon.
