MOVO’s gift to moms: a chance to vent

Mom. Mom. Mommy. Maahhhhhm. Sound familiar?

On a Mother’s Day unlike any other, MOVO, the new wine spritzer from Molson Coors Beverage Co., is giving moms a gift for the times: a chance to let it all out, no judgment.

MOVO’s new “Scream for Wine” hotline, part of a new national campaign to introduce the brand and connect with its core demographic, will let moms “quaranscream” away from the sensitive eyes and ears of significant others, kids and social media acquaintances.

Starting Thursday, moms can call 1-833-3-SCREAM-4-WINE, and open up about complicated equations in their kids’ math lessons, embarrassing meeting interruptions, needy spouses, baking fails and other common injustices wrought by the stay-at-home era. At the end of the call moms will have the chance to win MOVO, where legal.

“Given everything that moms are doing for everyone in their lives right now, what we really need for Mother’s Day is a judgment-free chance to scream and laugh, and certainly have a drink,” says Lisa Rudman, who oversees the brand as director of North American marketing innovation at Molson Coors. “We know moms are doing the best they possibly can during these crazy times. With this hotline we hope we can provide a moment of reprieve in honor of Mother’s Day. “

MOVO contains 100 calories in each 8.4-ounce can and comes in three flavors: Peach White Blend, Raspberry Rosé and Blood Orange Sangria. Made from wine, sparkling water, fruit juice and natural flavors, the wine spritzer has no sugar added and is gluten-free. The brand contains 5.5% alcohol-by-volume and is available in four-packs of slim cans.

“MOVO is our new modern take on vino, and this Mother’s Day calls for something new,” Rudman says. “It seems there’s so much judgment about how to drink wine and what to pair wine with. In this day and age, we think judgment has to go out the window. Everyone is doing the best they can, and we are proud of what we see moms doing every day.”

Launched nationwide in March, MOVO is one of Molson Coors’ crop of innovations seeking to open new corners in the above-premium segment of the beer category and beyond. Last month, Molson Coors introduced Vizzy, a hard seltzer differentiated with the addition of antioxidant Vitamin C. The beverage maker also launched Leinenkugel’s Spritzen, a seltzer-and-beer combo, in March.