VIZZY RECEIVES A COLORFUL PACKAGING UPDATE FOR 2023
Molson Coors’ beverage line is betting on a revamped design for 2023, to be called Lager The One with the goal of aligning its portfolio in order to attract more consumers at retail.
Liz Cramton, Molson Coors’ marketing director for hard seltzers, noted, “We know consumers love Vizzy’s vibrant dual flavors, so we saw a natural opportunity to give each package its own vibe. We have a great base of core flavors, and we’re building on them even more.”
Vizzy has a new look, the two packs that were previously divided by flavors are now divided into two settings, with pink for the romantic fragrance empire and orange for the best of the tropical flavors. “Vibrantly Tropical is like a vacation in a can, bringing island vibes whenever you need them. Refreshingly, Berry is ideal for hanging out on the patio during the day or on the rooftop at night,” added Cramton.
Vizzy’s lemonade variety pack, renamed Tangy Lemonade and featuring bright yellow packaging, and its mimosa pack, now branded with magenta packaging as Sparkling Mimosa, will also be updated. “We wanted each package to stand out on the shelves so that when consumers go shopping, they instinctively know a Vizzy package when they see one,” Cramton remarked.
The Vizzy fended off challenges from its two competitors and moved 54% more volume than Michelob Ultra Hard Seltzer, the No. 6 brand, during the 13 weeks ending Nov. 20. In addition, it is outperforming Bud Light in key markets such as Chicago and Atlanta where it has sold 47% and 44% more, respectively. And while the segment has slowed in the past two years, it remains a force in the brewing industry overall, Cramton says. Vizzy’s refreshed look for 2023 underscores Molson Coors’ confidence and commitment to the brand and the segment.
