✓ Molson Coors is positioning ZOA Energy as the go-to beverage for everyday energy, fueled by electrolytes
✓ The brand is seeing green shoots in retail, with notable successes in the grocery channel and direct-to-consumer channels such as Amazon
✓ ZOA invested heavily in a year-long national sampling program, beginning in January, to boost awareness and is on track to deliver one million cans in hands by year’s end
On its journey to become a total beverage company, Molson Coors has wasted no time creating a non-alc portfolio with a range of brands for any occasion. In the past two years, the company has grown its non-alc beer offerings of Blue Moon Non-Alc and Peroni 0.0, established a strategic partnership with Fever-Tree in the U.S. and welcomed Naked Life Non-Alc Cocktails into its portfolio.
Another key move was taking a majority stake in ZOA Energy late last year. Since then, Molson Coors has made thoughtful, strategic shifts to help the better-for-you energy brand stand out in the crowded energy aisle.
According to Senior Director of Marketing for Non-Alc, Tracey Bien Schenck, that starts with fine tuning its brand positioning toward the benefits of energy and electrolytes, while leaning into more “everyday” occasions.
“We see an opportunity here to compete as an energy brand for everyday life, not just the workout,” she says. “Our research shows that consumers want more than just a caffeine boost. They want electrolytes, which ZOA has but many of the big guys don’t.”
To bring this to life, ZOA is rolling out new packaging that both puts a heavier focus on electrolytes and displays a more cohesive visual identity on the shelf.
The brand also just released a new 15-second video spot highlighting its electrolyte credentials.
Watch the video below:
Embracing the Grocery Channel
In addition to its brand positioning, Molson Coors is doubling down on building ZOA at retail. That means embracing grocery, where Schenck says larger pack sizes offer variety and value.
In the food channel, ZOA is up 10.3% in volume sales percentage versus the previous year, for the YTD ending 10/5, according to Circana. It’s also up 14.8% in dollar sales versus the previous year for the last 13 weeks ending 10/5.
The brand is also seeing positive signs with direct-to-consumer sales. Earlier this summer, ZOA had its strongest Amazon Prime Day performance to-date, with a 15% sales increase versus the previous year according to internal data, with more expected on the channel for Black Friday and Cyber Monday in late November.
This summer, the brand also saw its most successful Amazon launch with ZOA Lemon Lime. According to Schenck, the flavor’s incredible showing wouldn’t have happened without its dedicated fans. “This is a perfect example of us listening to the consumer,” says Schenck. “Consumers demanded [lemon lime], so we made it. It’s done so well that other retailers now want it.”
She says that the flavor is now an exclusive retail launch with Albertsons Companies.
Getting a million cans in hands
While the brand continues to make gains in retail, ZOA is also making certain that more people are aware of the brand. One of the most effective ways to do this is by sampling.
“We know that when people try ZOA, they love it,” says Schenck. “It’s just about getting cans in hands so that people can experience the brand.”
ZOA is driving awareness through an ambitious national sampling program to get cans in hands. The brand is on track to reach one million people by the year's end, having given out more than 750,000 samples to date.
Schenck notes that trial is crucial for conversion, especially for an energy drink brand. This explains why the brand will continue to dedicate serious resources to help get ZOA out in front of people in 2026.
“In 2026, we’re going bigger in sampling markets,” she says. “We’ll have refreshed tools that call out electrolytes. And we'll bring back the brand-funded sampling tour, hitting cities nationwide.”
ZOA is also working with over 100 creator partners, serving to amplify the brand’s everyday messaging, maintain cultural relevancy and build credibility with their target audience.
It’s been a packed year, but Schenck believes that the team is putting in the hard work now, starting to see it pay off, and is ready to take lessons from what is working – and doing more in 2026.
“We’re bringing more resources, more money and more marketing muscle behind the brand to position ZOA for the years ahead,” she says.