PepsiCo’s Hard Mtn. Dew harnesses the spending power
of an existing base of dedicated consumers. Coca-Cola’s
Fresca Mixed brings attention to a fast-growing yet relatively
small brand in Coke’s CSD portfolio while Simply
Spiked adultifies the nation’s top selling juice brand.
Brewers flex their expertise and gain a bulwark
against beer’s decline
The introduction of new alcoholic versions of non-alcoholic
brands also represents the shifting business strategy
of the largest brewers. Beer is quickly losing market
share to spirits and leading beer companies (e.g., Molson
Coors, Anheuser-Busch) are diversifying their beverage
offerings. Partnering with The Coca-Cola Company and
PepsiCo allows brewers to leverage their expertise navigating
the complex three-tier distribution system and
offers opportunities to increase their product offerings
within the fast-growing RTD alcoholic beverage segment.
Key takeaways
Coke and Pepsi are leveraging brand equity to gain a
foothold in the expanding RTD alcoholic beverage segment.
Expect more crossover and collaboration between
brewers and non-alcoholic beverage companies as more
consumers shift away from beer and towards RTDs and
spirit-based drinks. 1
Caleb Bryant
Caleb Bryant is Associate Director, Food & Drink at Mintel,
specializing in changing consumer attitudes, industry
news and beverage trends.
www.mintel.com
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31
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Pastrizer
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BREWING AND BEVERAGE INDUSTRY · 2/2022
/www.mintel.com
