Molson Coors acquires Monaco Cocktails owner Atomic Brands to expand RTD portfolio
Molson Coors strengthens its ‘Beyond Beer’ strategy with the acquisition of Monaco Cocktails, aiming to scale the RTD brand across the US market.
USA – Molson Coors Beverage Company has announced the acquisition of Atomic Brands, the producer of ready-to-drink (RTD) cocktail brand Monaco Cocktails, as it expands its presence in the growing spirits-based beverage segment.
Financial terms of the transaction were not disclosed. The deal represents Molson Coors’ first acquisition of a spirits-based RTD brand and supports its broader strategy to diversify beyond traditional beer offerings.
The acquisition is expected to complement the company’s existing portfolio, which includes beer brands such as Coors, Peroni US and Blue Moon, while strengthening its ‘Beyond Beer’ segment that features brands including Fever-Tree US and Topo Chico Hard.
Founded in 2012, Monaco Cocktails offers a range of full-strength canned cocktails in flavours such as Citrus Rush, Watermelon Crush, Lime Crush and Black Raspberry.
The brand is currently available in more than 70,000 retail locations across the United States, with strong distribution in convenience stores.
Molson Coors said it sees significant potential to scale Monaco through expanded marketing efforts and broader retail distribution. Much of Monaco’s existing footprint overlaps with the company’s US distribution network, creating opportunities for operational and commercial integration.
Rahul Goyal, president and CEO of Molson Coors Beverage Company, highlighted the brand’s growth potential. “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,” he said.
“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,” Goyal added.
Don Deubler, founder and CEO of Atomic Brands, reflected on the company’s journey. “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,” he said.
“Monaco has always stood for exceptional quality, incredible value and unforgettable experiences, fuelled by partnerships with music festivals and live action sports. Today, joining forces with Molson Coors fills me with gratitude for everyone who believed in us along the way,” Deubler added.
The transaction is expected to close in the coming weeks, subject to customary closing conditions. Following completion, Monaco will join Molson Coors’ ‘Beyond Beer’ portfolio, which also includes Blue Run Spirits.
Molson Coors has continued to expand its presence in adjacent beverage categories through investments and partnerships, including a minority stake in Fever-Tree and distribution agreements for emerging RTD brands in the US market.
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