Molson Coors announces nationwide roll-out of Three Fold draught
Molson Coors Beverage Company is rolling out a draught version of its flagship hard seltzer Three Fold to the UK on-trade.
The nationwide launch follows a successful trial of Three Fold’s ‘Red Berries’ flavour on draught at five venues in London, Manchester and Edinburgh. The wider rollout will enable on-trade customers to capitalise on this success and the growing potential of the hard seltzer category, which increased in value more than eight-fold in 2021 (IRI, MAT 19th June, value sales total outlets).
Now available to all UK on-trade outlets, Molson Coors has already confirmed listings at a number of bars at WeWork co-working spaces across the country.
Hannah Jeffery, Three Fold brand manager at Molson Coors, said: “Our trial of Three Fold draught was popular with consumers, bringing together the light, fresh taste of hard seltzer served in a glass over ice. Draught is a great way to marry hard seltzer with a classic presentation style familiar to hospitality settings.
“Rolling our draught serve out nationally allows more of our customers to tap into the momentum behind Three Fold. While its early days for hard seltzer, particularly in the on-trade, offering a different format will help increase visibility for the category as it further builds its relevance to the hospitality setting. We’re continuing to drive through the summer with our presence at a series of festivals.”
Building on a £5m marketing campaign launched last year – Three Fold is going on the road this summer and will be at over 14 major events up and down the country, including Boomtown festival, Brighton Pride and Kisstory Festival.
Three Fold was conceived with mainstream appeal in mind, combining recognisable flavour combinations with the new and refreshing flavour profile of hard seltzer. It is also sold in 330ml sleek cans in three flavours: Red Berries, Citrus and Tropical.
