The launch comes after UK sales increased eight-fold over the past 12 months source: IRI, MAT 19th June, Value Sales Total Outlets), alongside a £5m multi-channel marketing campaign and a £25m upgrade to its Burton brewery, which included a new canning line.
A trial of Three Fold’s ‘Red Berries’ flavour will begin at three confirmed locations, Edinburgh University Student’s Association, Rock City music venue in Nottingham and Brickhouse Social bar in Manchester, from mid-November, with two more venues to be confirmed and a plan to roll out nationwide in the first half of 2022.
Invest and innovate
Molson Coors brand manager Charlotte Revill said: “We continue to invest and innovate with this brand and the new draught version is a great way for our on-trade customers to introduce hard seltzer to their venues and tap into a category that can help drive incremental value.”
In the lead up to the trial in November, Molson Coors raised awareness of the Three-Fold brand through sponsored bars at events across the UK such as the Edinburgh Fringe, Shoreditch Boxpark and the Legends bar in Brighton.
Three-Fold was introduced in early 2021 after Molson Coors recognised hard seltzer’s potential in the UK following rapid growth in the US.
According to drinks market analysts IWSR, hard seltzer has taken a 2.6% market share of all beverage alcohol in the US, up from less than 1% a year ago and ahead of leading spirit vodka.
Revill added: “All indicators point to hard seltzers taking the UK market by storm, just like they did in North America.
“The category is growing rapidly and our investment in Three-Fold and the infrastructure needed to produce it at scale, will ensure our customers can tap into the opportunity.”