‘Set the Weekend Feel’: Molson Coors Ditches Carbonation With New ‘Happy Thursday’ Spiked Refresher Line
(Photo: Molson Coors)
Molson Coors is fighting back against the “Thank God It Friday” slogan — or perhaps, expanding the sentiment — with its latest lineup of spiked drinks.
On Thursday, the Canadian-American brewing giant debuted a quartet of non-carbonated flavors dubbed Happy Thursday. Canned at 4.4% ABV and available in Strawberry, Pineapple Starfruit, Mango Passionfruit and Black Cherry flavors, the launch promises to take advantage of youth-oriented drinking trends.
“Happy Thursday is a flavorful spiked refresher that will set the weekend feel — it’s smooth, bubble-free, with refreshing flavor,” said Amanda DeVore, senior director for marketing innovation at Molson Coors. “This delicious line is our first-of-its-kind entry in the flavored alcohol category, and we know our fans are going to experience love at first sip.”
Beginning in the mid-2010s, the hard beverage market skewed heavily toward malt-based sparkling brands like White Claw and Truly. Several of the biggest names, including Vizzy and Topo Chico Hard Seltzer, are brewed by Molson Coors.
The 2020s have introduced a different attitude. Younger drinkers are now demanding spirits-based canned cocktails made with vodka and tequila, a category that has begun blitzing liquor store shelves at a breakneck pace. Across the board, consumers are tending towards non-carbonated alternatives.
Breakout brands like Mom Water and its cousin Dad Water have proven that fizz isn’t a necessary ingredient for summer-time sipping. Meanwhile, the reigning popularity of Twisted Tea shows that the concept works equally well within a variety of formats.
If you’re interested in checking out Molson Coors’ latest twist on the concept, find Happy Thursday here.
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