Molson Coors Beverage Co. is set to jump on the trend, introducing a spiked refresher, Happy Thursday, expected to launch nationally in March 2024.
“We believe Happy Thursday is everything these consumers are looking for in a spiked refresher: they’re smooth, bubble-free, flavorful and, of course, refreshing,” says Amanda Devore, senior director for marketing innovation at Molson Coors. “The bold and vibrant packaging is perfect for sharing on social media, and we can’t wait for Happy Thursday to hit shelves.”
At 4.4% alcohol by volume, Happy Thursday will come in four flavors – strawberry, black cherry, pineapple starfruit and mango passionfruit – that the beverage maker believes will attract younger legal-age drinkers that are more likely to buy flavored alcohol beverages. It will be sold in 12-pack variety packs, as well as 16-ounce strawberry and 24-ounce strawberry and pineapple starfruit singles
“Happy Thursday has a mix of familiar flavors that people know and love, but also some that are unique,” says Devore. “It’s a trend straight from social media that we’ve been able to translate to the beyond beer aisle.”
Indeed, refreshers are trending on social media platforms, where people are going so far as to whisk away carbonation in their drinks with milk frothers to make the perfect bubble-free beverage. Devore says Happy Thursday is a first-of-its-kind alcohol refresher to hit the market at scale.
“We are jumping in at the right time – not too early and not too late. We have an opportunity to be a leader with Happy Thursday and its line of spiked refreshers,” she says. “This is an innovation priority for Molson Coors. We’re planning to back this brand with significant investment.”
Happy Thursday, named in honor of the unofficial start of the weekend, delivers on things younger legal-age drinkers are looking for, Devore says, including flavorand brand authenticity.