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FRESCA Mixed debuts this week on retail shelves across the United States, giving fans who love to pair the beloved soft drink’s one-of-a-kind grapefruit-citrus taste with alcohol a delicious and convenient canned cocktail option.
The pre-mixed, ready-to-drink alcoholic beverages are crafted with real spirits that complement the classic flavors of FRESCA, bringing a modern and elevated experience to social gatherings. Two 100-calorie, zero-sugar, 5% ABV varieties—Vodka Spritz and Tequila Paloma—are available in four packs of 12-oz. cans sporting a sophisticated yet distinctively FRESCA packaging design.
FRESCA has been a household staple since 1966, when it hit the market as The Coca-Cola Company’s second low-calorie beverage. The unique drink was positioned both as a mixer and a refreshing sparkling beverage alternative to bottled waters and seltzers.
Constellation Brands will produce, distribute and market FRESCA Mixed through a brand authorization agreement with The Coca-Cola Company. The high-end producer and marketer of beer, wine and spirits brands has distilled manufacturing and operational capabilities and expertise, as well as a national distilled distribution network with access to retailers who sell distilled alcoholic beverages.
“We know that many FRESCA drinkers enjoy it as a mixer with alcohol spirits to create their favorite cocktails, in addition to enjoying it as a citrus sparkling drink,” said Dan White, Chief of New Revenue Streams (NRS), The Coca-Cola Company North America. “With the Constellation Brands teams’ consumer-first approach and distilled beverage expertise, coupled with the delicious and classic grapefruit FRESCA recipe created by The Coca-Cola Company, we believe people are going to be curious and excited to try the new FRESCA Mixed canned cocktails as it hits shelves.”
The New Revenue Streams organization, formerly known as Venturing and Emerging Brands (VEB), takes a disciplined, test-and-learn approach to innovation with ongoing experimentation and new beverage and brand launches in emerging or unfamiliar categories. The group’s work supports Coke’s journey to become a total beverage company with drink options for all occasions and need states.
The FRESCA Mixed rollout follows the U.S. launches of two flavored RTD alcoholic beverages via a partnership between The Coca-Cola Company and Molson Coors.
In 2018, the company entered the RTD alcoholic beverages category with Lemon-Dou in Japan. Since then, the portfolio of flavored alcohol beverages made with company brands has expanded gradually and strategically with offerings including: Jack Daniel’s & Coca-Cola (debuting in Mexico at the end of 2022); Schweppes Pre-Mixed Cocktails in Brazil; and Topo Chico Hard Seltzer in more than 20 markets.
Source: Coca-Cola
