Canadian Vending

News Products Beverages Micro Markets
Molson Coors acquires better-for-you sodas

September 16, 2020

Logo courtesy of the Molson Coors Beverage Company

Molson Coors Beverage Company unveiled a new slate of non-alcoholic products intended to roll this fall as part of the company’s efforts to reach consumers seeking better-for-you beverages.

Last October, the country’s second-largest brewer, then known as Molson Coors Brewing Company, redefined themselves as Molson Coors Beverage Company. The company rebranded to leverage the competitive strengths of their foundation in beer to grow in new spaces beyond the beer aisle.

“We’re following through on our promise to seek out new opportunities beyond beer, and we’ll continue to innovate and move into new spaces as it’s an important part of our long-term strategy,” said Pete Marino, president of emerging growth for Molson Coors Beverage Company in a press release. “This is just the start of our entrance to the marketplace with breakthrough brands, and we couldn’t have a better partner to embark on this journey with than LA Libations.”

The first of the new brands to hit shelves will be HUZZAH™, which launches this September in Southern California. A pumped-up, full-flavoured seltzer with added probiotics to help support a healthy gut, the shelf-stable beverage contains 3g or less of sugar per 12oz can and 15 calories or less.


HUZZAH™ marks the first non-alcoholic innovation from the emerging growth division at Molson Coors since the company took a long-term minority stake in L.A. Libations in November of 2019.

“These four brand launches are fueled by our dedication to health, wellness and social responsibility,” says Danny Stepper, CEO and co-founder of L.A. Libations. “With a keen eye on where the consumer is headed, in partnership with our key retail partners, we could not be more excited to launch these new innovative brands alongside our partner Molson Coors. These brands will give consumers an opportunity to taste tomorrow, today.”

Upcoming projects will continue to expand the Molson Coors non-alcoholic portfolio. Future innovations in the pipeline include:

  • MadVine, a 100 per cent plant-based, diet soda with zero calories, zero sugar and zero artificial ingredients. Infused with monk fruit and recognizable ingredients, including bourbon vanilla, yuzu lemon and black cherryMadVine will launch in three flavours: Clean Cola, Yuzu Lemon-Up, and Dr. Stepper.
  • Golden Wing, a cutting-edge, grain-based milk alternative packed with proteins and nutrients, made with top-quality barley and no additives, stabilizers or frothing agents.

“Each of these beverages micro-targets a group and problem-solves a very specific challenge that maybe hasn’t been looked at before,” said Adam Louras, vice president of operations and product development at L.A. Libations. “That’s why I’m excited about these products—they are designed with real people in mind, and I’m pumped to get them in my own fridge.”