Molson Coors Beverage Company expanding partnership with Zoa Energy

Investment strengthens Molson Coors’ portfolio buildout beyond the beer aisle.
9/13/2023
ZOA Energy Drink Cans
Photo: Business Wire

Molson Coors Beverage Company announced that it will expand its partnership with Zoa Energy, as it furthers a push that began in 2019 to expand beyond its beer roots by becoming a total beverage company.

“This investment is another meaningful step for Molson Coors and our transformation into a total-beverage company,” says chief commercial officer, Michelle St. Jacques. “Zoa is an incredible brand in a growing category, so we’re fueling it with the right resources to scale and accelerate its results to become a bigger player in the energy space.”

This announcement follows Molson Coors Beverage Company’s recent acquisition of Blue Run Spirits, further building on the company’s Beyond Beer strategy. The Beyond Beer strategy was announced in 2019 as part of the company’s efforts to drive long-term, sustainable growth and to bring new beverages to market faster and with greater precision.

Zoa Energy reported more than US$100 million in sales in 2022 and 138% year-over-year growth. With Molson Coors’ increased investment, will help position the energy drink maker for further growth across its retail and direct-to-consumer business, says Molson Coors Beverage Company in a press release.

“We’ve been building our beyond beer portfolio steadily for years, and it’s paying off,” adds St. Jacques. “We think Zoa is poised to be the next big energy drink brand, and it’s a great example of investing in a brand that’s disrupting a growing category.”

The Zoa energy drink brand was co-founded by Dwayne “The Rock” Johnson, Dany Garcia, Dave Rienzi and John Shulman. Molson Coors and Zoa first struck a partnership with the launch of the brand in 2021.  Zoa is available at more than 42,000 retail locations and more than 160,000 points of distribution across the U.S. and Canada.

In May of this year Zoa Energy announced an expansion into stores across Canada, including Circle K and Couche Tard, Federated Co-Op Gas Convenience & Grocery, Metro C Channel and Parkland gas stations.

“Great to see Zoa Energy expand even further in Canada, a place that means a heck of a lot to me,” says Dwayne Johnson, co-founder of Zoa Energy when the Canadian expansion was announced. “Since launching this past fall in Canada, our Zoa brand has seen tremendous growth and most importantly, lots of satisfied consumers. We’re excited to bring new flavors and our new design to our Canadian Zoa Warriors.”

Zoa Energy also said in May it was introducing two new flavors in Canada—Zoa Strawberry Watermelon, and Cherry Limeade—adding to the growing lineup of existing Zoa flavours, including Tropical Punch, White Peach, and Wild Orange.

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