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Coca-Cola, the US-based multinational beverage giant, has entered into a strategic partnership with family-owned spirits company Sazerac to drive growth in the rapidly expanding alcoholic ready-to-drink (RTD) segment.
Under the agreement, Red Tree Beverages (the company’s subsidiary for alcoholic ventures) is transitioning the production and distribution of several key brands to Sazerac. The portfolio includes the existing Fresca Mixed and Minute Maid Spiked lines, which were previously managed in collaboration with Constellation Brands. The partnership will also support the upcoming launch of Fresca Hard, a zero-sugar flavoured malt beverage containing 99 calories, which is expected to debut early next year.
Commenting on the move, Dan White, chief of new revenue streams at Coca-Cola, said: “The alcohol RTD category is one of the fastest-growing segments in beverage alcohol today – and Red Tree Beverages continues to be at the forefront with innovative, high-quality brands”. Lourdes Grill, president of Red Tree Beverages, added that the collaboration would “continue to bring innovation to the forefront” for the next generation of consumers.
The move marks a further step in Coca-Cola’s diversification into the alcohol sector, following the acquisition of the Finlandia vodka brand for $220 million by its Swiss-based bottler, Coca-Cola HBC, in 2023.
Source: FoodBev / The Spirits Business / Citybuzz
