The Weekly Sip: Molson Coors shifts Peroni production stateside | Outshine blends smoothies into cocktails

Molson Coors moves Peroni production stateside

A major brewer seeking to boost its premium beer portfolio is bringing one of its popular offerings into its U.S. supply chain after years of importing the brew from Rome.

Molson Coors announced it will begin producing Peroni Nastro Azzurro at its brewery in Albany, Georgia, starting this summer — first in kegs, then in bottles and cans next year. According to the company, the move is designed to help unlock the full potential of the beer and expand distribution opportunities for the Italian brew.

“We’ve spent the last few months working closely with Peroni’s talented master brewers to make certain we stay true to the brand’s crisp refreshing taste and honor its original recipe from 1963,” said Brian Erhardt, Molson Coors’ chief supply chain officer, in a statement. “By brewing Peroni at home, we can ensure consumers can get fresh, great-tasting Peroni at even more of their favorite restaurants, bars, shops and events across the country.”

Peroni Nastro Azzurro 0%, the line’s nonalcoholic brew, will continue to be produced in Peroni’s brewery in Rome.

Moving production from Italy could help Molson Coors expand Peroni’s reach. A representative for the company told Beer Business Daily some U.S. bars and stores were hesitant about selling the beer because of the high cost and unreliable supply that comes with importing beer in small quantities.

Molson Coors said producing Peroni in the U.S. is part of its goal to grow its high-end beer offerings. Gavin Hattersley, the company’s CEO, made boosting its premium alcohol products a key priority since taking the helm of the company in 2019.

The move following a three-month strike at Molson Coors’ Fort Worth, Texas production facility which ended last week after the Teamsters union representing its workers came to an agreement with the company on a new three-year contract. Details of the contract were not revealed. During the strike, production of Molson Coors products was not impacted as the company brought in temporary and salaried workers to work in the facilities.

— Chris Casey

Outshine Fruit and Yogurt Smoothie makes a toast to cocktails

Outshine Fruit and Yogurt Smoothies has become a popular brand with kids. Now, parents are finding an adult way to enjoy the offering.

Inspired by a modern love for easy, fruit-filled cocktails and creative parents looking to use the rest of their kids’ snack pouches, Outshine is launching limited-edition Fruit Cocktail Kits. Each kit includes all the cocktail-making essentials, including Outshine Fruit and Yogurt Smoothie pouches, cocktail-ready glasses, a stirrer and a $25 gift card for the adult to purchase their drink of choice. 

The pouches have been a popular shortcut for beverages like a Peach Raspberry Bellini, Blueberry Pear Mimosa or Strawberry Coconut Colada.

“Whether you’re used to being the caretaker of your kids – or even your friends – Outshine Fruit & Yogurt Smoothies allow you to indulge in a little self-love too with a fruit-ified cocktail you can enjoy anytime,” Leili Riegel, Outshine Fruit & Yogurt Smoothies Brand’s lead, said in a statement.

Consumers have until June 21 to win an Outshine Fruit Cocktail Kit by visiting the brand’s Instagram page.

Outshine, previously known for its frozen novelties, launched the Fruit and Yogurt Smoothie Pouches in 2022, the first shelf-stable, portable snack offering in its history. 

The pouches addressed what the company identified as an unmet need in the marketplace: a portable, nutritious snack that, much like its fruit bars, is popular among both adults and kids.  

Outshine is the latest brand to see its product used by adults to make cocktails or mocktails. Energy drink brand Celsius and coconut water maker Vita Coc0, in addition to Coke, are just a few of the beverages incorporated into adult concoctions.

— Christopher Doering

Free AF expands as mocktail craze continues

As many consumers seek to drink less, one New Zealand brand is making a name for itself in big box stores.

Free AF, a lineup of nonalcoholic cocktails, launched this month in 800 Walmart stores and last month in Target, as part of the latter’s collaboration with boozeless beverages marketplace Sèchey. The brand is also sold at major grocery chains like Safeway and Sprouts. This marks a retail reach that has grown five times since its launch in the U.S. last year.

The brand sells six mocktails: Apero Spritz, Cuba Libre, Vodka Spritz, Cucumber G&T, Paloma, and Sparkling Rosé. Each zero-proof cocktail contains low sugar and natural ingredients.

Unlike other mocktails, Free AF also has a secret ingredient to induce the feeling of drinking booze. Afterglow, a botanical heat extract that the brand claims can mimic the warm sensation of drinking alcohol.

The brand’s expansion comes as upstart brands, including Mingle Mocktails, see year-over-year growth in the nonalcoholic space. Established alcohol brands are also looking to cash out on the growing category with new ready-to-drink offerings of their own. White Claw launched its zero-proof hard seltzer earlier this year, while Boston Beer launched a nonalcoholic drink last month, General Admission, that claims to combine the taste of beer and seltzer.

— Chris Casey