- Acquisition establishes Molson Coors as a top-five supplier in the fast-growing ready-to-drink cocktail segment
- More than 80 Monaco team members to join Molson Coors, expected to strengthen U.S. sales capabilities
Molson Coors Beverage Company has acquired Atomic Brands Inc., maker of Monaco Cocktails.
The acquisition establishes Molson Coors as a top-five supplier in the fast-growing ready-to-drink cocktail segment. With the transaction now closed, Molson Coors is focused on supporting the plan for Monaco’s next phase of growth and leveraging its national scale while maintaining continuity for customers, distributors and consumers.
“As we move forward, we’re committed to protecting what’s made Monaco a leader in RTD cocktails over the past 14 years,” said Brian Feiro, president of U.S. sales for Molson Coors. “That means having the right people and systems in place to support the integration phase for all of our partners and Monaco’s many fans out in the market.”
As part of the integration, Molson Coors is retaining more than 80 members of Monaco’s sales team, who will continue supporting Monaco throughout the integration, and over time, are expected to also represent Molson Coors’ broader flavour portfolio.
“Feet on the street matter,” Feiro added. “Just as we’ve done with our non-alc business, the addition of the Monaco team reflects our commitment to investing in new capabilities to build a winning total-beverage portfolio.”
Launched in 2012, Monaco grew to become the #1 independently owned ready-to-drink (RTD) singles cocktail brand in the U.S., helping to ignite the canned cocktail category by combining bold flavors and quality with convenient, ready-to-drink packaging. The brand has built a loyal following through strong performance in convenience and independent retail, primarily in singles, positioning it for continued expansion.
The acquisition supports the Company’s long-term strategy to build a strong portfolio of scaled brands across beer and beyond beer, aligned with evolving consumer preferences and occasions.