A year after it arrived in market, Molson Coors’ Simply Spiked™ franchise has been an undeniable hit in the U.S., a phenomenon the beverage company’s leadership has called a “rocket ship to the moon.”
Simply Spiked Lemonade led off just over a year ago and was an immediate success. It ended 2022 as Circana’s No. 2 new product in all of beer and launched in Canada this past February. It was followed by the launch of Simply Spiked Peach in the U.S. in March. In its short time in the market, Simply Spiked Peach has won over consumers and established itself as the top innovation in beer, according to Circana.
So, what’s set Simply Spiked apart in the growing flavored-alcohol beverage segment? Let’s dig in.
Spinning the classics
“It’s a brand that’s been in the market for a year, but it feels like it’s been around for generations because it inspired by what people know and love, which is the Simply brand, an iconic brand in the juice segment,” says Joy Ghosh, vice president of above-premium flavor brands at Molson Coors.
Inspired by a beloved juice brand found in half of American households, Simply Spiked has stood out on its own merits: Factors like 5% real fruit juice (squeezed then concentrated), visual identity and filling an unmet space in the market have been imperative to the brand’s early success.
“Simply Spiked tapped into an existing behavior of legal-drinking age consumers mixing cocktails with Simply juice, a brand they know and love,” Ghosh says. “One of the biggest things driving success out of the gate was the amount of support from our ‘Day One’ fans and how excited they were for this product. They made this brand their own and really embraced it on social media.”
A place in culture
When fans of Peacock’s top streaming program “Bel-Air” tuned in for this season, they saw their favorite characters – and a recurring cameo from Simply Spiked Peach, the newest member of the Simply Spiked roster. Playing a pivotal role in a main character’s story, the brand was seamlessly integrated into the show.
And when Simply Spiked Peach formally launched, it did so with a cheeky campaign starring comedian Ron Funches.
“We’re finding ways to build culture into a brand – and vice versa,” Ghosh says. “Simply Spiked Peach was immediately seen as something that’s part of culture, in real time. That helped drive a lot of initial success.”
That first salvo has helped Simply Spiked Peach become Circana’s top new innovation in all of beer. All according to plan, Ghosh says.
Simply Spiked aims to stay in the conversation. It’s a sponsor of the upcoming ESPY Awards, and this week it released the Juice Boost Charging Can Sleeve, which keeps your beverages cold while simultaneously charging your phone.
Flavorful future
With the Simply Spiked franchise well on its way, Molson Coors is continuing to key in on flavor. The relationship with The Coca-Cola Company has resulted in flavorful hits like the No. 3 hard seltzer brand in the U.S. in the Topo Chico Hard Seltzer franchise and its new ready-to-drink cocktail line, Topo Chico Spirited.
Molson Coors is set to yield another innovation this fall with the release of Peace Hard Tea™, inspired by the fruit-forward iced tea beverage known for its vibrant flavors and free-spirited branding.
The brand will join Arnold Palmer Spiked, the No. 2 hard tea in the U.S., in Molson Coors’ hard tea lineup, as it seeks to grow in the expanding hard tea segment, which is fueling growth for flavored alcohol beverages, particularly in the southeast.
“Consumers are looking for a variety of flavor options and they’re looking for it in different formats,” Ghosh says. “They want something that’s high in flavor, lower in alcohol and refreshing. Flavor’s going to continue to grow, and Molson Coors is uniquely well-positioned to win. We’re making sure we have the right portfolio for today and tomorrow.”
