Molson Coors betting on hard seltzer success outside the USA

Molson Coors announced a £25M investment in their Burton-upon-Trent brewery, including a new hard seltzer canning line plus upgrades to the beer and cider packaging lines. The investment is supported by the success of the hard-seltzer category in the US and a view this success will transfer into Europe. For example, US hard seltzer sales reached $2.7B in 2020 and already commands 2.6% market share for total alcohol beverage sales in the US. 

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