Molson Coors, one of the world’s largest beverage companies, was looking to understand the hard seltzer opportunity within the UK after the US experienced the ‘summer of the seltzer’. They set us the challenge of understanding the UK market and aiding them with an impactful go-to-market strategy for a Molson Coors hard seltzer if such an opportunity existed.
Working closely with the UK innovation team, we explored consumer understandings of, and attitudes towards hard seltzers, as well as testing different positioning territories.
The insights gained enabled us to map a bespoke Molson Coors route to market for the hard seltzer opportunity in the UK, providing strategic direction of three delivery plans; build, borrow and buy.
Our research indicated there is a strong commercial opportunity for hard seltzers in the UK, and that the best way to enter the market was through partnering with an up-and-coming brand within the category; Bodega Bay.
Molson Coors have now entered into an exciting partnership with Bodega Bay, taking the start-up from strength to strength. Elephants Can’t Jump continue to support both businesses.