Molson Coors invests £5m into hard seltzer roll-out

The range consist of three flavours – Red Berries, Tropical and Citrus – in 330ml cans retailing between £2 and £2.20, as well as a variety six-pack.

The launch forms part of an investment including a digital, social media and out-of-home campaign, where the brand will be the “official finisher drink” of the annual Tough Mudder run.

Charlotte Revill, brand manager at Molson Coors, said: “All the signs point to hard seltzers being the next drinks category to firmly establish itself in the UK.

“We expect its rapid growth in the US to be mirrored here and a major investment in our own product is to ensure that we, and our customers, are at the forefront of this quickly emerging category.

“Three Fold was conceived with mainstream adult appeal in mind, taking recognisable flavour combinations, evolved with the lighter, fresher profile that hard seltzers offer.

“The sales performance of hard seltzers speaks for itself and is far higher than normally expected of a new category entrant to the market.”

The entry deadline for the Retail Industry Awards – which reward excellence across a raft of different categories – has been extended to to 11 June. Find everything you need to enter here.