This Popular Hard Seltzer Was Just Discontinued

If your go-to hard seltzer changed over the past year, you certainly weren't short of options. New rivals to fan-favorites Truly and White Claw continue to pop up at every turn. Now, even country music superstar Blake Shelton is in on the game.

But not every new addition to the category is destined for a long shelf life, and the latest brand on the chopping block is Coors Seltzer. Executives at Molson Coors Beverage Company recently announced that "the company will cease production of Coors Seltzer, asking wholesalers to sell through remaining inventory," Brewbound first reported.

The CEO of Molson Coors told Food Dive last month that the company's portfolio "was pretty challenged" as consumers began to seek out alternatives to beer like hard seltzer in recent years. "It was clear that people were looking for other alternatives and other choices, and we were being at a clear disadvantage because we didn't play in some of those spaces," he said.

In order to compete, the brand retooled its strategy to attract younger drinkers. Coors Seltzer made its debut in September 2020 with four flavors, including black cherry, grapefruit, lemon lime, and mango. Molson Coors subsequently launched Blue Moon Light Sky, a 95-calorie beer, and Coors Pure, a USDA-certified organic light beer. The company even partnered with Dwayne "The Rock" Johnson on ZOA, an energy drink marketed as made with "better-for-you, natural ingredients." It's on our list of The Best Energy Drinks for 2021, According to Dietitians.

Moving forward, Molson Coors plans to focus on its most beloved hard seltzers: Topo Chico Hard Seltzer and Vizzy. With a combined 6% market share, the two brands trail White Claw and Truly, which control three-fourths of the category, according to Food Dive.

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