It is true that Coors has made the decision to discontinue its Coors Seltzer in the US. This move comes as the company shifts its focus towards two of its other hard seltzer brands, Vizzy and Topo Chico.
As an expert sommelier and brewer, I have closely observed the rise of the hard seltzer category in recent years. It has become a highly competitive market, with numerous brands vying for consumer attention. In this landscape, it is crucial for companies to constantly assess the performance of their products and make strategic decisions accordingly.
Launching a hard seltzer as a line extension of a well-established beer brand, such as Coors, may seem like a logical move. After all, beer brands have a loyal consumer base and a strong reputation in the industry. However, it appears that this strategy did not yield the desired results for Coors Seltzer.
One possible reason for this is that consumers have come to associate hard seltzers with a lighter, more refreshing drinking experience. Coors, being primarily known for its beer offerings, may not have been able to fully capture this essence in its seltzer product. Furthermore, the independent seltzer brands like Vizzy and Topo Chico have been able to establish themselves as strong contenders in the market, with unique flavors and marketing strategies.
Personal experiences and observations have also led me to believe that consumers are becoming more discerning when it comes to their beverage choices. They are seeking out brands that align with their values, whether it be sustainability, natural ingredients, or innovative flavors. It is possible that Coors Seltzer did not resonate with consumers on these fronts, prompting the decision to discontinue it.
It is worth noting that the decision to discontinue Coors Seltzer does not necessarily reflect a failure on the part of the brand. In fact, it showcases the company's willingness to adapt and make informed choices based on market trends and consumer preferences. By shifting their focus towards the successful Vizzy and Topo Chico brands, Molson Coors is demonstrating its commitment to the hard seltzer category and its determination to thrive in this highly competitive market.
Yes, Coors has decided to discontinue its Coors Seltzer in the US. This move highlights the company's strategic approach to the evolving hard seltzer market, as it concentrates its efforts on the more successful Vizzy and Topo Chico brands.