Molson Coors Beverage Company’s hard seltzer Three Fold is hitting the UK on-trade with the launch of its first-ever draught variation – ‘Red Berries’.
Molson Coors introduced Three Fold in early 2021, recognising hard seltzer’s potential in the UK following rapid growth in the US. There, the category already commands a 2.6% market share of all beverage alcohol, according to drinks market analysts IWSR while in the UK, hard seltzer sales have increased in value more than eight-fold in the space of twelve months.
In the lead up to the trial in November, Molson Coors has been raising awareness around the Three Fold brand with a raft of takeover events at iconic venues in cities across the UK. These included sponsored bars at the Edinburgh Fringe.
Charlotte Revill, brand manager at Molson Coors, said, “All indicators point to hard seltzers taking the UK market by storm, just like they did in North America. The category is growing rapidly and our investment in Three Fold and the infrastructure needed to produce it at scale, will ensure our customers can tap into the opportunity.
“We continue to invest and innovate with this brand and the new draught version is a great way for our on-trade customers to introduce hard seltzer to their venues and tap into a category that can help drive incremental value.”
The trial will begin in three locations including Edinburgh University Student’s Association. Participating venues will receive branded pint and half-pint glasses, oversized to allow for Three Fold to be served with ice.