Speaking at the Molson Coors Beverage Co.'s distributor conference, the company's chief commercial officer, Michelle St. Jacques, said flavor is the company’s top priority beyond the beer aisle.

“We are winning in flavor,” she said. “Molson Coors was the second-fastest major brewer in flavor, growing more share behind the strength of the Simply Spiked brand. In fact, Simply Spiked Peach was the No. 1 new product in Q2.”

St. Jacques led a panel discussion about Molson Coors’ beyond beer momentum and ambitions, touting the groundwork it’s laid to find success in spirts, innovation, non-alcohol products and with partners, like Coca-Cola Co.

“We’ve been really proud of the success we’ve had with Coca-Cola, launching Topo Chico Hard Seltzer and Simply Spiked,” said Chief Marketing Officer Sofia Colucci. “Our focus is to make sure we nurture these brands and continue to grow them.”

Over the next year, Molson Coors plans to build on the momentum of Topo Chico Hard Seltzer and the Simply Spiked Brand with refreshed packaging, new campaigns and new flavors across both brands.

Molson Coors and Coca-Cola's  next move is Peace Hard Tea, a fruit-forward hard tea beverage inspired by Peace Tea, which is known for its vibrant flavors and free-spirited branding. The brand is launching and incubating its lineup of flavors in the southeast, where hard teas are popular among legal-age drinkers.

A non-carbonated, 5% alcohol-by-volume beverage, Peace Hard Tea is sold in convenience and retail stores in 24-ounce single cans in three flavors: More Peace More Lemon (lemon-flavored tea), Freedom of Peach (peach-flavored tea), and Really Really Razzy (raspberry-flavored tea).