Molson Coors Launches Non-Alc Seltzer, Huzzah

Huzzah Probiotic Seltzer, from Molson Coors.

Continuing the trend of nonalcoholic beverages, Molson Coors Beverage Company today launched Huzzah Probiotic Seltzer, the first non-alc innovation from the company’s emerging growth division.

The new brand rolls out this month with the support of L.A. Libations, a beverage incubator in which Molson Coors owns a minority stake.

Huzzah is a full-flavored seltzer with added probiotics to help support a healthy gut, the company says. The shelf-stable beverage contains 3g or less of sugar, and 15 calories or less, per 12-oz can. Huzzah launches online and at select retailers in SoCal this month in three flavors: Strawberry & Hibiscus, Juicy Pear and Raspberry & Lemon.


“Building a strong portfolio of beverage products outside the traditional beer category to meet evolving consumer preferences is a critical part of our long-term strategy,” says Pete Marino, president of emerging growth for Molson Coors. “The coronavirus has only accelerated consumers’ desire for flavorful beverages with functional benefits, and Huzzah delivers in a big way. With this brand, liquid and LA Libations’ support, we are excited to see where Huzzah can go.”

Molson Coors took a long-term minority stake in L.A. Libations last year, as the company looks to build out its non-alcoholic beverage business through new product innovation.


“We set out to build a probiotic seltzer with feel-good energy and compelling functional benefits, hoping to leverage the fast growth happening in sparking water and seltzers,” says Lane Goggin, portfolio manager of non-alcoholic beverages. “Retailers are already excited about this brand and eager to get it on the shelf, signaling that we have a winning proposition.”

Huzzah Probiotic Seltzer is now available for a suggested retail price of $2.49 per 12-oz can. 


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