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Dive Brief: The Food and Drug Administration should bring enforcement action against Molson Coors for illegally misleading consumers with its Vizzy Hard Seltzer labeling and advertising campaign, the Center for Science in the Public Interest and Consumer Federation of America said in a statement. In a letter to the FDA, the consumer groups said the promotion of the alcoholic beverage's vitamin C and antioxidant content creates the impression that the drinks are healthier than other hard seltzers on the market. CSPI and CFA said Molson Coors violates FDA rules prohibiting misleading claims and goes against a 2015 agency document saying it was not "appropriate" for beverage companies to fortify alcoholic drinks with vitamins and minerals.
Dive Brief: Diageo has acquired Far West Spirits LLC, which owns hard seltzer brand Lone River Ranch Water, according to a press release. Katie Beal Brown, who founded Lone River in 2019, will retain a minority interest and continue to lead it as CEO of the brand. The brand draws its inspiration from the Texan "Ranch Water" cocktail, which is a tequila drink made with lime juice and sparkling water. Lone River incorporates West Texas-inspired ingredients like agave and lime juice in its three flavor offerings: Original, Spicy and Rio Red Grapefruit. Diageo’s latest acquisition is part of its current M&A strategy, which involves adding more premium brands to its portfolio as it sees consumers seeking quality over quantity.
Molson Coors' emerging growth division to become a $1bn revenue business by 2023 Molson Coors has set out a $1bn revenue target for its emerging growth division: with CBD beverages, craft and non-alcoholic beverages set to power growth. Best known for brands such as Miller Lite and Coors Lite, Molson Coors has set out its strategy to move beyond beer in attractive, growing categories. Furthermore, the company has announced plans to follow the highly-anticipated launch of Coca-Cola’s Topo Chico Hard Seltzer with Topo Chico Ranch Water, as well as continuing to expand its portfolio with launches in Europe. Emerging growth brands: from THC beverages to RTDs