USA: Constellation Brands to partner with Coca-Cola to launch alcoholic beverage

Leading beverage alcohol company Constellation Brands has entered into an agreement with The Coca-Cola Company in the United States to bring the Fresca brand into the beverage alcohol sector.

The partnership will launch a new product this year, the new Fresca Mix, a distinctive line of spirit-based, ready-to-drink cocktails.

“The Coca-Cola Company’s FRESCA® brand is not only trusted by consumers, but also directly delivers on consumer preferences for refreshment, flavor, and convenience – attributes that also play well within beverage alcohol and where we can leverage our expertise,” said Bill Newlands, Constellation’s president and chief executive officer.

“The Coca-Cola Company and Constellation Brands have a shared passion for building some of the world’s most loved brands and for building best-in-class beverage experiences. Our new relationship with Constellation Brands is ideal due to their consumer-focused approach to brand building, expansive distribution network, and distilled distribution expertise. With the launch of FRESCA™ Mixed by Constellation, people will have an entirely new way to enjoy the taste of FRESCA®, now mixed with real spirits,” said Dan White, chief of new revenue streams, Coca-Cola North America Operating Unit.

Source: Constellation Brands