 By Nick Kindelsperger Since launching in 2022, Simply Spiked has focused on bringing the real fruit juice flavor that its fans crave, from Signature Lemonade to Limeade that was launched last year. Now the brand is ready for its latest move: Simply Spiked Bold. Just like Simply Spiked, Simply Spiked Bold is made with 5% real fruit juice, squeezed then concentrated, but with a more intense flavor and an 8% ABV. “Our fans have told us that they are looking for a bolder option from Simply Spiked,” says Marketing Manager Alex Ottenheimer. “Simply Spiked Bold delivers the authentic fruit juice credentials that Simply Spiked is known for with an intensified profile and an 8% ABV for a bold new taste experience.” Available now nationwide, the brand comes in two fan-favorite flavors that fans of Simply Spiked know well – Signature Lemonade and Cherry Limeade. Focusing on singles With a more intense flavor and 8% ABV, Simply Spiked Bold was designed with its fans in mind and wants to meet them where they are shopping. Specifically, that’s in the convenience channel, which explains why the brand will only be available in single 24-ounce cans in most states and 16-ounce cans in select states. “We specifically designed Simply Spiked Bold to go after that c-store consumer looking for a stronger flavor,” Ottenheimer says, citing a study by C+R Research published in November 2023 that taste is the No. 1 purchase driver in the High ABV category. Ottenheimer says that Simply Spiked Bold is an ideal fit for the singles-focused c-store stores, which is a $2.1 billion segment, according to Circana for the last 52 weeks ending Jun. 24. “From a national perspective, we know that single cans are a huge part of c-store’s business,” she says. The brand will support the launch with 15- and 6-second digital ads that will go live by the end of February. They’ll appear on social, OLV and retail media at key c-store chains. “When we looked at the marketing plan, we really designed this differently to ensure that we are reaching those c-store consumers where they are,” says Ottenheimer. Ottenheimer also noted that Simply Spiked isn’t done innovating for the year, with more exciting news to be announced soon. Vice President of Marketing Above Premium Flavor Elizabeth Hitch says that Simply Spiked Bold is another big move for Molson Coors as it continues to expand its Beyond Beer business. “Simply Spiked has consistently delivered successful innovation that resonates with drinkers, and Simply Spiked Bold represents this brand’s next exciting chapter,” she says. “Bold maintains Simply Spiked’s commitment to real fruit juice, amazing taste and gives drinkers the bolder option they’ve been asking for since the brand launched.” |
