Molson Coors Beverage Company has entered into a partnership with CKBG to distribute Superbird— a 100% blue agave tequila-based cocktail.
The deal marks Molson Coors' debut in the premium ready-to-drink (RTD) spirits category and its latest move beyond the beer aisle.
Molson Coors has diversified its portfolio to include wine and spirits, non-alcoholic beverages, better-for-you offerings, energy drinks and CBD beverages.
Expansion Plans
Superbird seeks to expand its distribution in the US through Molson Coors' distribution network.
As part of the deal, the cocktail brand plans to enter 10 new markets in the spring of 2021.
Pete Marino, president of emerging growth at Molson Coors, said, "We have clearly executed on our promise to evolve our portfolio beyond beer and moving into fast-growing RTD cocktail space with an incredible brand like Superbird only strengthens our position as a true beverage company,
"CKBG created a delicious, authentic, super-premium brand, and it equips our company, and our distributors with another high-quality option."
The Beverage
Superbird is a handcrafted premium RTD cocktail without sugar or artificial ingredients.
The canned, carbonated drink with 5.9% alcohol-by-volume is inspired by the tequila-based cocktail Paloma.
It contains 100% blue agave tequila grown and processed in Tequila, Mexico; natural grapefruit juice; agave nectar; and sparkling water.
"With Superbird, we created a ready-to-drink Paloma with high-quality tequila that we handcraft ourselves, resulting in a purer blanco liquid," said Richard Betts, co-founder of CKBG.
"Finding the local craftsmen and canneries who understood what we were trying to achieve was key. And now bringing Superbird to customers with the right distribution partner is the ultimate accomplishment."
Category Growth
In 2018, CKBG launched Superbird as a ready-to-drink cocktail and since then, the company's RTD spirits category has seen exponential growth.
In 2020, the category saw a growth of 142%, and according to Nielsen, it is projected to be worth $1.2 billion this year.
Envisioned by industry innovator Richard Betts, Superbird was created after years of research to find the right spirit, locality, materials and equipment needed to create a high-quality handcrafted Paloma cocktail.
Joe Marchese, co-founder of CKBG, said, "We're thrilled to partner with Molson Coors and have a distribution network that aligns with our higher purpose."
"We're honoured to be working hand in hand with one of the best beverage companies in the world, and one that understands the high-quality standards to which we hold ourselves and our product."
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
