FRESCA™ Mixed debuts this week on retail shelves across the United States, giving fans who love to pair the beloved soft drink’s one-of-a-kind grapefruit-citrus taste with alcohol a delicious and convenient canned cocktail option.
The pre-mixed, ready-to-drink alcoholic beverages are crafted with real spirits that complement the classic flavors of FRESCA®, bringing a modern and elevated experience to social gatherings. Two 100-calorie, zero-sugar, 5% ABV varieties—Vodka Spritz and Tequila Paloma—are available in four packs of 12-oz. cans sporting a sophisticated yet distinctively FRESCA packaging design.
FRESCA® has been a household staple since 1966, when it hit the market as The Coca-Cola Company’s second low-calorie beverage. The unique drink was positioned both as a mixer and a refreshing sparkling beverage alternative to bottled waters and seltzers.
Constellation Brands will produce, distribute and market FRESCA™ Mixed through a brand authorization agreement with The Coca-Cola Company. The high-end producer and marketer of beer, wine and spirits brands has distilled manufacturing and operational capabilities and expertise, as well as a national distilled distribution network with access to retailers who sell distilled alcoholic beverages.
“We know that many FRESCA® drinkers enjoy it as a mixer with alcohol spirits to create their favorite cocktails, in addition to enjoying it as a citrus sparkling drink,” said Dan White, Chief of New Revenue Streams (NRS), The Coca-Cola Company North America. “With the Constellation Brands teams’ consumer-first approach and distilled beverage expertise, coupled with the delicious and classic grapefruit FRESCA® recipe created by The Coca-Cola Company, we believe people are going to be curious and excited to try the new FRESCA™ Mixed canned cocktails as it hits shelves.”
The New Revenue Streams organization, formerly known as Venturing and Emerging Brands (VEB), takes a disciplined, test-and-learn approach to innovation with ongoing experimentation and new beverage and brand launches in emerging or unfamiliar categories. The group’s work supports Coke’s journey to become a total beverage company with drink options for all occasions and need states.
The FRESCA™ Mixed rollout follows the U.S. launches of two flavored RTD alcoholic beverages via a partnership between The Coca-Cola Company and Molson Coors: Topo Chico® Hard Seltzer and Simply Spiked Lemonade™.
In 2018, the company entered the RTD alcoholic beverages category with Lemon-Dou in Japan. Since then, the portfolio of flavored alcohol beverages made with company brands has expanded gradually and strategically with offerings including: Jack Daniel’s & Coca-Cola (debuting in Mexico at the end of 2022); Schweppes Pre-Mixed Cocktails in Brazil; and Topo Chico Hard Seltzer in more than 20 markets.
To support this journey, the company developed a comprehensive Policy on Alcohol Responsibility based on industry best practices. Read it here.
Original source can be found here.
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