Proof Point, the newest hard seltzer from Molson Coors Beverage Company, has just arrived on store shelves in 27 states, but it’s already made a splash among some of the brightest stars in music and film.
Proof Point is making a play for drinkers who are plugged into culture, and it sees an opening to connect with fans of cultural trendsetters, says Brittany Lanier, senior marketing manager for Proof Point.
“Proof Point is already proving to be the hard seltzer of choice for culture creators and trendsetters,” she says. “We’re showing up in a new and exciting way for seltzers. We’re working with more celebrities and influencers than we ever have for a brand launch, and celebrating the people who are shaking up culture.”
Proof Point, a hard seltzer made with real spirits and juice, has collaborated with some of pop culture’s biggest megastars as they’ve marked major milestones.
GRAMMY®-nominated multiplatinum rapper Meek Mill posted a video of himself and his friends celebrating his birthday sipping the seltzer. Meanwhile, GRAMMY®-nominated hip-hop producer jetsonmade brought Proof Point to his first-ever producer boot camp, which brought together some of the hottest producers in the game. And filmmaker Terrence J celebrated winning best live-action short by toasting his win with Proof Point.
Proof Point, which contains 5% alcohol by volume and zero sugar, comes in four flavors: whiskey seltzer with blackberry, rum seltzer with mango pineapple, tequila seltzer with grapefruit, and vodka seltzer with lime. It is sold in single-flavor four-packs of 12-ounce slim cans.
The brand is forging alliances across pop culture, including with the Black Effect Podcast Network, the world’s largest podcast network aimed at Black listeners. Molson Coors was a charter sponsor of Black Effect when it launched late last year.
The celebrity attention is giving Proof Point a launching pad into the crowded seltzer segment, Lanier says.
“Proof Point is showing up authentically in culture, and we know that celebrities and influencers drive purchasing decisions,” she says. “Thanks to the exposure it’s getting across social media, Proof Point is already making waves.”
While hard seltzer brands are vying to differentiate themselves in a fractured market, few are using real spirits. Proof Point aims to stand out by blending seltzer with real spirits, such as Mexican tequila, barrel-aged whiskey, Caribbean rum and six-times-distilled vodka, Lanier says.
Proof Point is the latest entrant into Molson Coors’ growing portfolio of hard seltzers in the U.S. market. Together with Vizzy Hard Seltzer, Coors Seltzer and the just-launched Topo Chico Hard Seltzer (which is made in partnership with The Coca-Cola Company), Molson Coors aims to win a 10 share of the growing segment in the U.S. by the end of 2021.
Vizzy has played a major role in Molson Coors’ hard seltzer ambitions. Launched last April, it finished 2020 as a top 10 growth brand, according to Nielsen. It aims to keep a hot hand in 2021 with the release of a second variety pack, the introduction of Vizzy Lemonade and additional products planned for the months ahead.
Coors Seltzer, meanwhile, has implemented a robust marketing campaign that in part positions it alongside Coors Light and highlights the core attributes of both: refreshment.
And Topo Chico Hard Seltzer has defied expectations, catapulting into the market this spring, winning a 3.2 share in its first week on the market nationally and accounting for 20% of hard seltzer sales in Texas over that period.
“We’re really excited about how Proof Point complements our hard seltzer portfolio,” Lanier says. “It’s truly different than anything else out there, and we think it’s going to resonate with a lot of people.”