Molson Coors announces majority stake in ZOA Energy
Image: ZOA Energy
Aligned with its premiumisation plans beyond the beer aisle, Molson Coors has announced it will take a majority stake in ZOA, the better-for-you energy brand co-founded by Dwayne “The Rock” Johnson, Dany Garcia, Dave Rienzi and John Shulman.
As the better-for-you energy drink segment has driven 100% of the category growth, year-to-date, the move signals Molson Coors’ belief in ZOA’s growth potential. It also follows a period of foundational initiatives, including new canned packaging, a new visual identity and ZOA’s first national marketing campaign featuring A-list co-founder, Dwayne “The Rock” Johnson.
The move allows Molson Coors to lead ZOA’s marketing, retail and direct-to-consumer sales and development, which chief commercial officer, Michelle St. Jacques, says positions ZOA and the portfolio for future growth.
“We’re building a winning portfolio that offers consumers choices across a wide range of occasions, and non-alc is a key part of that strategy,” said Molson Coors’ Michelle St. Jacques. “ZOA opens the door for us to participate in more parts of the day and incremental opportunities beyond our core business. We’ve built a strong foundation with ZOA over the past three years and we see a lot of opportunity for this brand to achieve its next stage of growth and scale.”
Adding to Molson Coors’ confidence are ZOA’s repeat purchase rates of 50% and its ability to attract new consumers to the energy category, with 30% of ZOA buyers new to this space. The brand’s direct-to-consumer business is also a significant driver of sales and consumer visibility, including the brand’s position as a top ten energy drink brand on Amazon.
