It’s the latest partnership between beverage companies to blur the lines between drink categories in the hunt for growth. Nonalcoholic beverage manufacturers are diversifying their portfolios as soda consumption shrinks and new regulated beverage markets, like CBD-infused drinks, are on the horizon. Coke’s rival PepsiCo is rolling out Hard Mtn Dew with Boston Beer in February. This latest collaboration marks Coke’s second foray into alcohol since the 1980s, following the recent success of its Topo Chico Hard Seltzer launch in partnership with Molson Coors Beverage.
Since its introduction to the U.S. market in 1958, Fresca has undergone several makeovers and reformulations to attract U.S. consumers, but this will be the most ambitious move for the brand yet. Fresca Mixed Cocktails are slated to launch this year in the U.S.