Molson Coors acquires Monaco Cocktails maker Atomic Brands

Molson Coors Beverage Company has announced the acquisition of Atomic Brands, the maker of RTD cocktail brand Monaco Cocktails.

The acquisition, the financial terms of which were not disclosed, aligns with Molson Coors’ ambitions to build its portfolio of scaled brands across beer and beyond.

The deal is expected to further the company’s strategy and complement its beer portfolio, which includes brands like Coors, Peroni US and Blue Moon, as well as advance its ‘Beyond Beer’ line-up, which includes the Fever Tree US and Topo Chico Hard brands among others.

US-based Monaco Cocktails was launched in 2012, offering a range of 'flavour-forward,' full-strength canned cocktails in varieties such as Citrus Rush, Watermelon Crush, Lime Crush and  Black Raspberry.

The brand is sold in over 70,000 retail locations nationwide, with a particularly strong presence across the convenience store channel. Molson Coors said it sees significant opportunity to scale Monaco further, including through increased marketing support and expansion through chain retailers.

Most of Monaco’s distribution currently overlaps with Molson Coors’ US network, positioning the brand for operational and commercial integration.

Rahul Goyal, president and CEO of Molson Coors Beverage Company, said: “This brand was developed from the ground up with dedication and a fanbase fostered through real, in-person experiences. We believe it has the scale, the consumer loyalty and the runway for growth that we’ve been looking for – but it’s more than that."

“Monaco is built different. Very few brands blend quality, value and fun quite like Monaco does, and all of us at Molson Coors are excited to build on the momentum by introducing the brand to even more consumers.”

Don Deubler, founder and CEO of Atomic Brands, commented: “We pioneered the canned cocktail category when it was all but forgotten, igniting a new generation of drinkers with bold, pop-culture-inspired flavours, iconic packaging and consistent high-energy messaging”.

He added: “Monaco has always stood for exceptional quality, incredible value and unforgettable experiences, fuelled by partnerships with music festivals and live action sports. Today, joining forces with Molson Coors fills me with gratitude for everyone who believed in us along the way.”

The deal is expected to close in the coming weeks, subject to the satisfaction of closing conditions.