Fresca – Coca-Cola’s Third Foray Into Alcohol

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From novelty craft beers and canned cocktails to hard seltzer water, plenty of non-beer brands have started to enter the alcohol world. That even includes the likes of Wawa, Dunkin, Hershey, and Oreo, as well as Sonic and the candy company Warheads. So, who's next to join the alcohol revolution? Coca-Cola Company's Fresca water brand! Many see this as a response to the fact that Coca-Cola's biggest competitor, Pepsi, announced its own hard drink. It worked with Boston Beer Company to create a Hard Mtn Dew.

At the same time, Coca-Cola has already started to find some success in the hard water game, working with Molson Coors to create Topo Chico Hard Seltzer, a now top-selling hard seltzer. Will Coca-Cola be able to do it again with Fresca? Only time will tell, but the company feels confident it can! According to a recent press release, the new Fresca Mixes, which will launch later in 2022, are "a new, distinctive line of spirit-based, ready-to-drink cocktails."

However, that's not the most interesting part! According to the release, the canned cocktails will be "inspired by recipes created by Fresca fans from around the globe." So you might end up having a hand in creating these new alcoholic drinks!

Canned Cocktails By Trusted Brand

Fresca

To create a the new drinks, Coca-Cola will team up with Constellation, an alcohol brand. "The Coca-Cola Company's Fresca brand is not only trusted by consumers, but also directly delivers on consumer preferences for refreshment, flavor, and convenience — attributes that also play well within beverage alcohol and where we can leverage our expertise," said Constellation CEO and president Bill Newlands.

Why Fresca? Well, according to the data, it's actually the fastest-growing soft drink brand in Coca-Cola's portfolio. That's right! While it might not sit in everyone's pantry, it remains incredibly popular as a mixer.

"One of the core tenets of our innovation strategy is a belief in the power of extending strong and trusted brands in thoughtful ways to bring to market unique products that resonate with consumers," Constellation's chief growth, strategy, and digital officer Mallika Monteiro explained. "This is an exciting agreement."