Molson Coors snaps up Monaco Cocktails
Brewing giant Molson Coors has agreed to buy the company behind Monaco Cocktails, the leading independent canned cocktail brand in the US.
The brewer behind Coors and Miller has entered into an agreement to purchase Atomic Brands, the producer of Monaco Cocktails, for an undisclosed sum. The deal marks Molson Coors’ first acquisition of a spirits-based RTD brand.
The deal is part of Molson Coors’ goal of building a portfolio of brands outside of its core beer business.
Launched in 2012, Monaco claims to have ‘ignited’ the RTD cocktail category with its canned products.
It has since become a ‘top-five RTD cocktail brand’ in the States, according to Molson Coors, citing Nielsen data from January 2026. In addition, it is said to be the number one independently-owned RTD single-serve cocktail brand in the US across all tracked retail channels.
Monaco uses spirits like vodka, Tequila, rum and gin as its base. It has also moved into wine and malt-based RTDs.
The brand’s range of 9% ABV canned cocktails includes Citrus Rush, Watermelon Crush, Lime Crush, Black Raspberry, among other flavours.
It is sold in more than 70,000 retail locations across the US with a major presence in convenience stores.
Canned cocktail ‘pioneer’
Don Deubler, founder and CEO of Atomic Brands, said: “I’m extremely proud of the journey we’ve taken with Monaco since launching in 2012. We pioneered the canned cocktail category when it was all but forgotten, igniting a new generation of drinkers with bold, pop-culture-inspired flavours, iconic packaging and consistent high-energy messaging.
“Monaco has always stood for exceptional quality, incredible value, and unforgettable experiences, fuelled by partnerships with music festivals and live-action sports.”
Deubler believes the partnership with Molson Coors will leverage the firm’s distribution and operational expertise to bring the brand to more US consumers.
Molson Coors noted ‘significant opportunity’ to further scale Monaco, including through increased marketing support and expansion through chain retailers.
Currently, most of Monaco’s distribution overlaps with Molson Coors’ US distributor network.
Rahul Goyal, president and CEO of Molson Coors Beverage Company, added: “Don and his team have built something genuinely impressive with Monaco. This brand was developed from the ground up with dedication and a fanbase fostered through real, in-person experiences. We believe it has the scale, the consumer loyalty and the runway for growth that we’ve been looking for – but it’s more than that. Monaco is built different.
“Very few brands blend quality, value and fun quite like Monaco does, and all of us at Molson Coors are excited to build on the momentum by introducing the brand to even more consumers.”
The deal, which is subject to closing conditions, is expected to be completed in the coming weeks.
Expansion outside of beer
Monaco will join the company’s ‘Beyond Beer’ portfolio, which includes mixer brand Fever-Tree, Topo Chico Hard Seltzer and Blue Run Spirits.
In November, Molson Coors recognised a US$75.3 million impairment charge for Kentucky-based Blue Run Spirits, signalling a decline in the value of its first major spirits acquisition.
When the deal was announced in August 2023, Molson Coors established Coors Spirits Co to house its existing spirits business, which includes Five Trail Blended American Whiskey, Barmen 1873 Bourbon, and ‘future innovation’.
The brewer purchased an 8.5% stake in UK-based Fever-Tree for £71m (US$88.4m) in January last year. The investment aims to grow the brand in the US.
Molson Coors also distributes alcohol-free RTD brand Naked Life in the US, recently securing a listing in 800 Target stores.
It also partnered with Casa Komos Beverage Group to distribute Tequila-based RTD cocktail Superbird in the US in 2021.
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