Molson Coors Acquires ZOA Energy Drink Brand

During Molson Coors’ Q3 earnings call, the company announced it will take a majority stake in ZOA, the energy brand co-founded by Dwayne “The Rock” Johnson, Dany Garcia, Dave Rienzi, and John Shulman.  

As the better-for-you energy drink segment has driven 100% of the category growth year-to-date, the move signals Molson Coors’ belief in ZOA’s growth potential. It also follows a period of foundational initiatives, including new packaging, a new visual identity, and ZOA’s first national marketing campaign featuring “The Rock." 

ZOA is touted as a zero-sugar drink in flavors including Green Apple, Frosted Grape, Strawberry Watermelon, Tropical Punch, Cherry Limeade, Super Berry, Pineapple Coconut, White Peach and Wild Orange, as well as Holiday Punch, which is out for the holidays as a limited offering. The drinks also include superfoods and immune boosting ingredients such as Camu Camu, turmeric, amino acids, electrolytes, B and C vitamins, and caffeine from green tea.

The move allows Molson Coors to lead ZOA’s marketing, retail, and direct-to-consumer sales and development, which Chief Commercial Officer Michelle St. Jacques says positions ZOA and the portfolio for future growth. 

“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 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 lot of opportunity for this brand to achieve its next stage of growth and scale.”   

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Adding to Molson Coors’ confidence are ZOA’s repeat purchase rates of 50% and its ability to attract new consumers to the energy category, with 30% of ZOA buyers new to this space. The brand’s DTC business is also a significant driver of sales and consumer visibility, including the brand’s position as a top 10 energy drink brand on Amazon.