Dwayne Johnson’s ZOA Energy Drink Gets Major Boost from Molson Coors Acquisition

According to The Street , For years, coffee has been the go-to beverage for those seeking a quick energy boost. However, younger generations are increasingly turning to alternatives, driving the rise of energy drinks as the second-most popular dietary supplement among young adults in the U.S. The energy drink industry is thriving, reaching a market value of $19.2 billion in 2023. With an expected annual growth rate of around 8%, the sector is projected to hit $33 billion by 2030. As a result, numerous companies are vying for a slice of this profitable market by launching their own energy drink brands or acquiring established names.

Molson Coors Expands Into the Energy Drink Market

Molson Coors, a multi-beverage giant founded in 2005 and known for popular beer brands like Coors Light, Miller Lite, and Blue Moon, has long been a leader in the alcoholic beverage space. However, the company has been actively branching out beyond its core alcohol offerings to diversify its portfolio and attract new consumer segments.

Two months ago, Molson Coors expanded into the non-alcoholic beverage market with the launch of a new product in collaboration with Australian brand Naked Life. This partnership aligns with the company’s strategy to provide consumers with a broader range of choices, particularly in the growing non-alcoholic sector.

This month, Molson Coors made another strategic move, this time into the energy drink market. The company announced it had acquired a majority stake in ZOA, a “better-for-you” energy drink brand co-founded by actor and professional wrestler Dwayne “The Rock” Johnson. While the financial details of the deal remain undisclosed, this acquisition grants Molson Coors the rights to oversee ZOA’s marketing, retail strategies, and direct-to-consumer sales development.

ZOA’s Growing Popularity and the Future of the Brand

Since its launch in 2021, ZOA has seen steady growth and has gained significant traction, even securing a spot in the top 10 energy drink brands on Amazon. The brand’s success is evident, with a 50% repurchase rate and a customer base that includes 30% new buyers. Molson Coors, which initially acquired a minority stake in ZOA at the brand’s inception, has continued to show strong support for the company, increasing its investment in September and joining ZOA’s Board of Directors.

Molson Coors sees tremendous potential in ZOA and plans to help scale the brand to the next level. As part of the partnership, the companies will focus on several key initiatives, including the development of new packaging, a visual rebranding, and the launch of a national marketing campaign featuring Dwayne Johnson.

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“We believe ZOA opens the door for us to engage with consumers throughout the day, creating new opportunities beyond our core business. Our partnership with ZOA has laid a strong foundation, and we are excited about the brand’s future growth potential,” said Michelle St. Jacques, Chief Commercial Officer at Molson Coors.

With the energy drink market continuing to expand, Molson Coors’ investment in ZOA positions the company to tap into a rapidly growing sector and further diversify its product offerings.