Fresca to launch line of ready to drink cocktails

Photo of Chris Carr
The Coca-Cola Company will launch its line of ready to drink Fresca cocktails later this year.

The Coca-Cola Company will launch its line of ready to drink Fresca cocktails later this year.

Photo Provided/Coca Cola HBC

A popular Coca-Cola beverage is getting involved in the cocktail game.

Fresca, the citrus-flavored soft drink, will be launching a line of canned cocktails called Fresca Mixed.

“As we emerge from the pandemic and look to long-term growth, we recognize that we must evolve our business models to address the entire beverage experience,” chief of New Revenue Stream, Coca-Cola North America Operating Unit Dan White said in a statement.

The new line of ready-to-drink cocktails is the product of a brand authorization agreement between The Coca-Cola Co. and Constellation Brands Inc., the producer and marketer of products like Corona, Modelo and Svedka.

“The Coca-Cola Company and Constellation Brands have a shared passion for building some of the world’s most loved brands and for building best-in-class beverage experiences,” White said.

While the company is taking its first steps into the scene of ready-to-drink cocktails, this is not its first foray into alcohol-based beverages in the United States. In 2020, the pop giant partnered with Molson Coors to produce Topo Chico Hard Seltzer.

“Third-party relationships with licensed alcohol manufacturers show how we are following the consumer, taking an agile, experimentative approach to expanding our brands’ reach based on the evolving landscape,” White said.

The alcoholic Fresca product is expected to be released later this year. The Adult Alternative Beverages and Ready to Drink cocktails project is worth $8 billion and is expected to grow at least 15% over the next three years with a 33% increase in volume annually in that same time frame, according to a release from the company.