When Topo Chico Hard Seltzer hits shelves in the U.S. later this month, it will make the Topo Chico trademark perhaps the highest-profile non-alcohol brand on a hard seltzer.
Topo Chico Hard Seltzer is launching March 29 in key markets with a four-flavor variety pack – tangy lemon lime, tropical mango, strawberry guava and exotic pineapple. It will introduce 24-ounce and 16-ounce single cans of select flavors in the coming months, as well.
“We are excited to introduce U.S. consumers to Topo Chico Hard Seltzer, a hard seltzer with approachable flavors with a unique twist and a crisp refreshing finish,” says Amber Smith, Molson Coors brand manager for Topo Chico Hard Seltzer.
At 4.7% alcohol by volume, 2 grams of sugar and 100 calories, Topo Chico Hard Seltzer blends spiked pure-filtered sparking water, natural flavors, and added minerals for a crisp, refreshing finish.
Topo Chico Hard Seltzer’s launch will place it initially in nine states (Texas, Oklahoma, Colorado, California, New Mexico, Oregon, Arizona, Georgia, Florida) and seven key metro areas (Boston, Chicago, Northern New Jersey, New York City, Seattle/Vancouver, Wash., and Washington, D.C.), with a full national rollout following later this year.
Molson Coors Beverage Company will produce, distribute and market Topo Chico Hard Seltzer as part of a brand authorization agreement with The Coca-Cola Company, which acquired the Topo Chico brand in 2017. Coca-Cola introduced Topo Chico Hard Seltzer in Mexico and Brazil last year.
Molson Coors leaders say the addition of Topo Chico Hard Seltzer to the company’s hard seltzer lineup will help it achieve a 10 share of the U.S. market by the end of 2021. With Topo Chico Hard Seltzer, Molson Coors now has three hard seltzers in stores, including Vizzy Hard Seltzer and Coors Seltzer. Proof Point, a hard seltzer made with premium spirits, is set to enter the market soon.
Vizzy ended 2020 as a top-10 Nielsen growth brand, and it began 2021 by announcing four new flavors in its Variety Pack #2 and a lemonade variety pack. Coors Seltzer, which was introduced last fall with a mission to restore American rivers, is looking to build momentum with a robust marketing campaign that in part positions it alongside Coors Light.
Topo Chico Hard Seltzer will use digital and social media marketing, as well as influencers to build excitement within the brand’s built-in fan base.
“We have an opportunity to continue to bring in new drinkers and grow the hard seltzer category,” Smith says. “It’s a brand that consumers already know and love, so using the brand name will allow us to get off to a fast start."