Molson Coors is taking a majority ownership stake in ZOA, the better-for-you energy brand co-founded by Dwayne ‘The Rock’ Johnson.
The move will see Molson Coors lead all of ZOA’s marketing, retail and direct-to-consumer sales and development. The brewer stated that the deal positions ZOA for a “step change in growth”.
Molson Coors noted that better-for-you energy drinks sales continue to outpace the broader category. The brand has recently implemented several initiatives, including new packaging, a new visual identity, and its first national marketing campaign featuring Johnson.
Molson Coors and ZOA first struck a partnership when the brand launched in 2021, and the brewer increased its stake in the brand last September while also assuming a presence on ZOA’s Board of Directors.
“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 Molson Coors Chief Commercial Officer Michelle 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 ton of opportunity for this brand to achieve its next stage of growth and scale.”
As ZOA enters its next phase, Johnson will remain a visible face of the brand through the ‘Big Dwayne Energy’ campaign and social media amplification.
“Since day one, Molson Coors has shared our passion for ZOA Energy, and as a partner, they’ve been pivotal to bringing new consumers into the energy space with ZOA and keeping them coming back,” said Johnson.
“ZOA is all about crafting drinks that help our loyal and growing consumers show up as their best selves every day, and Molson Coors’ commitment to the brand will give it an enormous amount of firepower in the next phase of growth.”
