Why Molson Coors thinks this hard seltzer can go national - Business Insider

The Wall Street Journal that the company was still deciding how to distribute the alcoholic beverage.

Alcohol sales in most of the US follow a regulated, three-tiered system involving clearly defined producers, distributors and retailers. Molson Coors already has extensive networks and relationships within that system, making a partnership a potentially appealing asset for other companies interested in getting a product behind a bar counter or next to the beer in a grocer's cooler case.

St. Jacques said that Topo Chico's origins as a regional brand will be an advantage as it expands throughout the US. The brand was founded in late-1800s Mexico and has "a really strong following," both in certain areas of the US as well as among bartenders as a mixer, she said.That reputation separates it from the two other hard seltzer brands that Molson Coors has launched so far in 2020.

The COVID-19 pandemic hasn't changed those plans, St. Jacques said, and Molson Coors seltzer expansion is part of a broader shift in strategy that the company rolled out earlier this year.

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