Molson Coors Beverage Company is investing £5m in its new hard seltzer brand Three Fold.
Three Fold hard seltzer comes in three varieties – Red Berries, Tropical and Citrus - is naturally vegan and gluten-free, and each 330ml can contains 4% alcohol by volume and 93 calories. It is sold as single cans and a variety six-pack.
The investment includes a comprehensive digital, social and out-of-home media campaign. Three Fold will also be the official ‘finisher drink’ at the annual Tough Mudder.
Molson Coors brand manager Charlotte Revill said: “All the signs point to hard seltzers being the next drinks category to firmly establish itself in the UK. We expect its rapid growth in the US to be mirrored here and a major investment in our own product is to ensure that we, and our customers, are at the forefront of this quickly emerging category.
“Three Fold was conceived with mainstream adult appeal in mind, taking recognisable flavour combinations, evolved with the lighter, fresher profile that hard seltzers offer. Consumer taste tests have been resoundingly positive, with our range preferred to an extensive competitor set, and it’s incredibly exciting to see it on shelves at some of the UK’s best-known retailers.”