BEER giant Molson Coors is spending £25m to upgrade its brewery in Burton-upon-Trent including the installation of a hard seltzer canning line.
This follows the success of hard seltzers in America where, as revealed in data from Nielsen, the category recorded retail sales of $2.7bn in the 12 months to June last year and already commands 2.6% market share of all beverage alcohol in the US.
Phil Whitehead, managing director of Molson Coors Beverage Company in Western Europe, said: “The hard seltzer and ready-to-drink categories present a huge opportunity for growth.
“We’re seeing strong indications that hard seltzers will prove as popular in Western Europe as they have in the US.
“This investment will allow us to scale up at speed and help our customers to rapidly respond to that growing demand.”
The installation of the hard seltzer canning line will begin this year, with the first cans scheduled for spring 2022.