Peace Hard Tea, a new innovation from Molson Coors Beverage Co. and Coca-Cola Co., is appearing on store shelves across the Southeast.  It comes in 24-oz. single cans in three flavors, Freedom of Peach, Really Really Razzy, and More Peace More Lemon.

Together with the Arnold Palmer Spiked franchise, Molson Coors is eyeing a bigger piece of the hard-tea market, which has grown 30% year over year and is valued at $1.3 billion, according to Circana multi-outlet and convenience store data.

“Our ambition is to keep growing and bring in new legal-age drinkers to the segment,” Joy Ghosh, Molson Coors’ vp-above-premium flavor said, while discussing Molson Coors’ overall flavor portfolio. With hard teas, Molson Coors is taking a measured approach to driving national growth, launching Peace Hard Tea in the Southeast initially, and fueling additional growth for Arnold Palmer Spiked in the Northeast and Midwest.

With Arnold Palmer Spiked, the brand has “a sleeping giant” on its hands, Ghosh said. The brand has grown for five straight years, led by its original Arnold Palmer Half & Half. It grew volume 6.3% versus last year in the 13 weeks that ended Sept. 10, according to Circana multi-outlet and convenience store data.