Molson Coors Acquires America’s No. 1 Independent RTD Cocktail Brand

(Photo: Molson Coors)

Molson Coors Beverage Company has completed its acquisition of Atomic Brands Inc., bringing Monaco Cocktails into its growing beyond beer portfolio.

The deal positions Molson Coors as a top-five supplier in the fast-growing ready-to-drink (RTD) cocktail category, according to the company. Monaco, launched in 2012, has grown into the No. 1 independently owned RTD singles cocktail brand in the U.S., driven by strong performance in convenience and independent retail channels.

With the transaction now closed, Molson Coors said it plans to scale the brand nationally while maintaining continuity for existing customers, distributors, and consumers.

“As we move forward, we’re committed to protecting what’s made Monaco a leader in RTD cocktails over the past 14 years,” said Brian Feiro, president of U.S. sales for Molson Coors. “That means having the right people and systems in place to support the integration phase for all of our partners and Monaco’s many fans out in the market.”

More than 80 members of Monaco’s sales team will join Molson Coors as part of the transition. The company said those employees will continue to support Monaco in the near term and are expected to play a role in expanding its broader flavored beverage portfolio over time.

“Feet on the street matter,” Feiro added. “Just as we’ve done with our non-alc business, the addition of the Monaco team reflects our commitment to investing in new capabilities to build a winning total-beverage portfolio.”

The acquisition reflects Molson Coors’ broader strategy to expand beyond traditional beer into adjacent categories such as spirits-based RTDs, flavored beverages, and non-alcoholic products. The company has increased its focus on the RTD segment in recent years as consumer demand shifts toward convenience and ready-to-drink formats.

Monaco helped build its position in the category by focusing on single-serve canned cocktails with bold flavor profiles and wide distribution in convenience stores. That positioning is expected to support further growth under Molson Coors’ national network.

In October, Molson Coors laid off 9% of its North American workforce amid a struggling alcohol market.