Molson Coors Beverage Co has confirmed the conclusion of its alcoholic RTD cold brew coffee trial in the US, choosing instead to team with the brand’s owner, La Colombe Coffee Roasters, in a US distribution deal for its namesake standard RTD coffee portfolio.
Starting in January, Molson Coors will handle the distribution of La Colombe’s Draft Latte and Brazilian Cold Brew lines to certain parts of the US off-premise channel. The agreement comes just over a year after the two companies trialled two 4.2% abv cold brew coffees in selected US markets.
When contacted by just-drinks today, a spokesperson for Molson Coors said the pilot “concluded last year”.
While the non-alcoholic RTD coffee range already has a presence in the multiple retailer channel, as well as in La Colombe’s branded coffee shops, Molson Coors will be focusing its efforts on convenience and drug stores across the country.
“When we strategically stepped back and said, ‘What are the categories that are interesting to us?’, we said RTD coffee, energy and enhanced water,” said Pete Marino, president of Molson Coors’ emerging growth division. “The RTD coffee opportunity in drug and C-stores is a huge opportunity and, with La Colombe, we believe we have partnered with the best company in the RTD coffee space when you look across their brand strength, their quality and their innovation pipeline.”
The distribution arrangement is initially for ten years.
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