Molson Coors takes majority stake in ZOA energy drink

Molson Coors Beverage Co. is taking a majority ownership stake in ZOA, the energy drink brand co-founded by Dwayne “The Rock” Johnson, Dany Garcia, Dave Rienzi and John Shulman. 

Taking a majority stake allows Molson Coors to lead the entirety of ZOA’s marketing, retail and direct-to-consumer sales and development. As better-for-you energy drink sales outpace the broader segment, the deal signals Molson Coors’ belief in ZOA’s growth potential, the Chicago-based company said. 

It follows ZOA’s new packaging, new visual identity and its first national marketing campaign featuring actor and retired professional wrestler Johnson. 

“We’re building a winning portfolio that offers consumers choices across a wide range of occasions, and non-alc is a key part of that strategy,” said Molson Coors Chief Commercial Officer Michelle St. Jacques. “ZOA opens the door for us to participate in more parts of the day and incremental opportunities beyond our core business. We’ve built a strong foundation with ZOA over the past three years and we see a ton of opportunity for this brand to achieve its next stage of growth and scale.”

ZOA has repeat purchase rates of 50% and 30% of ZOA buyers are new to the energy segment, Molson Coors said. 

Johnson will remain a visible face of the brand through its “Big Dwayne Energy” campaign.

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“Since day one, Molson Coors has shared our passion for ZOA Energy, and as a partner, they’ve been pivotal to bringing new consumers into the energy space with ZOA and keeping them coming back,” Johnson said. “ZOA is all about crafting drinks that help our loyal and growing consumers show up as their best selves every day, and Molson Coors’ commitment to the brand will give it an enormous amount of firepower in the next phase of growth.”

In January 2021, Molson Coors signed an exclusive distribution deal to launch ZOA. Then in September 2023 it boosted its investment in ZOA, allowing the energy-drink brand to double its media budget for the year.

ZOA is available at more than 25,000 retail locations across North America. It represents one piece of Molson Coors’ strategy to expand its total beverage portfolio. 

The latest investment in ZOA is subject to standard regulatory approval and customary closing conditions. The company did not state further details on the size of the investment or ownership stake. 

Molson Coors’s beer portfolio includes Coors Light, Miller Lite, Coors Banquet, and Blue Moon. It also offers drinks in bottled spirits, ciders, energy drinks, and more. 

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ZOA’s portfolio features better-for-you energy drinks and pre-workout supplements, all made with high-quality ingredients, according to the company, like electrolytes, B & C vitamins, and zero sugar. It comes in 12-ounce cans with 160 milligrams of caffeine in flavors like Frosted Grape, Tropical Punch, Strawberry Watermelon, and Cherry Limeade.

This story was originally featured on CSP Daily News, a sister publication of Supermarket News.