Molson Coors making $100 million seltzer bet to expand beyond beer | Montreal Gazette

Molson Coors Beverage Co.’s Canadian arm is betting about $100 million that a pair of sparkling alcoholic drinks can add some fizz to sales as the company expands beyond the beer aisle.  Molson Coors is rolling out Vizzy and Coors Seltzer, its first entries in the “hard seltzer” category, across Canada in early April. The $100-million figure includes development, marketing, distribution and packaging costs, and represents the company’s biggest product-launch budget in about a decade, according to Molson Coors Canada president Frederic Landtmeters. “It’s been a long time since we’ve done something like this,” Landtmeters, a Belgian native, said in a phone interview from Toronto, where he is based. “Our ambitions go well beyond any innovation or product-line extension that we’ve done in the past.”

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