Draught format takes brand in new direction
MOLSON Coors has introduced a draught version of its Three Fold hard seltzer for the UK on-trade.
The launch follows a trial of its Red Berries flavour on draught at venues in London, Manchester and Edinburgh.
Hannah Jeffery, Three Fold brand manager, said: “Our trial of Three Fold draught was popular with consumers, bringing together the light, fresh taste of hard seltzer served in a glass over ice.
“Draught is a great way to marry hard seltzer with a classic presentation style familiar to hospitality settings.
“Rolling our draught serve out nationally allows more of our customers to tap into the momentum behind Three Fold.
“While it’s early days for hard seltzer, particularly in the on-trade, offering a different format will help increase visibility and further build its relevance within the hospitality setting.”
Following a £5 million marketing investment introduced last year, Three Fold went on the road this summer and showed up at 14 major events up and down the country, including Boomtown festival, Brighton Pride and Kisstory Festival.
Jeffery said that Three Fold was conceived with mainstream appeal in mind, combining recognisable flavour combinations with the new and refreshing flavour profile of hard seltzer.
As well as now being on draught, the seltzer is also sold in 330ml cans in three flavours: Red Berries, Citrus and Tropical.
When it first brought its hard seltzer to the UK, Molson Coors quoted research organisation Kantar Research Worldpanel as saying that the segment had already passed the £10m sales mark, with penetration in more than 3% of British households or a million consumers.
David Elliott, consumer insights director at Worldpanel, said: “It does feel like the category has quite a few tailwinds that are likely to help its performance.
“Its positioning as a low sugar and low calorie product will appeal to more health-conscious consumers.”
