The Simply Spiked® family is getting bigger.
The fan favorite has introduced its newest flavor, Simply Spiked Limeade, on shelves now across the United States.
THE BIG PICTURE
Simply Spiked has been a winner for Molson Coors, thanks to the enthusiasm of legal-age drinkers who have flocked to the brand and shared their love for it on social media.
- Simply Spiked Lemonade and Peach emerged as top flavor innovations after their respective launches, according to Circana.
- Now the fast-growing franchise is adding a trending flavor to its roster with limeade.
ZOOM IN
The new brand was developed to meet consumers’ desire for a tart and zesty option, said Jamie Rotnicki, Molson Coors’ vice president of innovation.
“We are on the forefront of the next big thing in flavor, which we identify using a combination of category insights, emerging consumer interest and of course, listening to our day one fans also helps inform our next innovation,” she says. “With the launch of Simply Spiked Limeade we’re looking to build on the brand’s momentum from the past few years and bring our day one fans a new line of flavors that’s as on trend as they are.”
Simply Spiked Limeade comes in four flavors – Signature Limeade, Cherry Limeade, Passion Fruit Limeade and Blackberry Limeade – and is sold in 12-pack variety packs, as well as standalone 24-oz single cans of the Signature Limeade flavor. At 5% alcohol by volume, it contains 5% real fruit juice, squeezed then concentrated.
Simply Spiked Limeade’s launch is being supported by a marketing campaign kicking off next month, as well as a TV spot that will run during college basketball’s tournament, influencer partnerships and more.
THE BOTTOM LINE
With Simply Spiked Limeade, Molson Coors is building on the success of the portfolio, which has become a key part of its beyond beer ambitions at a time when consumers are continually looking for flavorful options. According to Circana, volume sales of flavored alternative beverages were up 17% for the 13 weeks that ended Jan. 7 versus the year before, and up 16% for the 52-week period that ended Jan. 7.
And it’s continuing to make inroads with younger, legal-age drinkers who are seeking unique flavors and beverages that appeal to their lifestyles, including the soon-to-launch Happy Thursday spiked refresher.
“Consumers are entering the beer category through flavor, and younger legal-age consumers are twice as likely to buy a flavored-alc beverage than other generations,” Molson Coors Chief Marketing Officer Sofia Colucci said Monday.