Molson Coors recently expanded its portfolio with the introduction of the new Coors Seltzer. The new offering from the brand is hoping to help America go "water neutral," especially since according to a recent report, Americans drank over 87 million gallons of hard seltzer last summer.
To help achieve this "water neutral" feat, the brand partnered with Change the Course (an organization dedicated to sponsors to address their water footprints) to foot the bill on 175,000 12-packs to restore the volume of seltzer consumed this summer.
"Americans are drinking an astounding amount of hard seltzer, but it’s not doing much good. With the launch of Coors Seltzer and its Volunteer Program, we’re setting out to provide a seltzer that tastes good and also gives drinkers an opportunity to do good with each and every sip," said Matt Escalante, Molson Coors’ senior director of above premium flavors.
Fans can get started helping to restore America's rivers by getting their first 12-pack for free with the new Coors Seltzer Volunteer Program, making it the "easiest volunteer program on the planet."
River-Restoring Beer-Branded Seltzers
New Coors Seltzer Helps to Restore America’s Rivers
Trend Themes
1. Sustainable Beverages - Creating eco-friendly beverages with a charitable component can appeal to conscious consumers and promote sustainability.
2. Corporate Social Responsibility Partnerships - Collaborating with organizations like Change the Course can enhance reputations and demonstrate commitment to environmental causes.
3. Incentivized Volunteer Programs - Offering free products as a reward for volunteer work can motivate consumers to participate in charitable efforts.
Industry Implications
1. Alcoholic Beverages - Brands can differentiate themselves by creating innovative, sustainable alcoholic beverages and partnering with charitable initiatives for a greater impact.
2. Environmental Organizations - Partnering with beverage companies can provide more resources to support environmental initiatives, while amplifying their message to a wider audience.
3. Marketing & Advertising - Creating effective campaigns around sustainability and charitable efforts can attract consumers and promote brand loyalty.