Chicago-based MillerCoors launched its newest innovation: Cape Line Sparkling Cocktails. Crafted with six ingredients — carbonated water, alcohol from real cane sugar, real cane sugar, lemon and/or lime juice concentrate, natural flavors, and fruit juice added for color — Cape Line Sparkling Cocktails is naturally gluten-free and contains 120 calories with an alcohol by volume of 4.5 percent.
"Today, people want it all — they want simple and natural ingredients, and flavor without compromise. With 75 percent fewer calories than a classic Margarita and the same bold flavor of cocktails, Cape Line represents the best of both worlds,” said Sofia Colucci, vice president of innovation at MillerCoors, citing data from CalorieKing.
Cape Line Sparkling Cocktails are packaged in 12-ounce slim cans that feature a unique design that showcase their colorful, fruit-forward, and cocktail-inspired contents, the company says. The line is available in following three flavors:
- Hard Strawberry Lemonade: Delicately lemony, a bit bubbly, berry delicious
- Blackberry Mojito: Classically cool, refreshingly juicy
- Margarita: With a touch of agave and a little spritz appeal
The drinks are sold in six-pack and 12-pack variety packs, and a stand-alone Hard Strawberry Lemonade six-pack.
"The beverage landscape is evolving quickly and MillerCoors is committed to offering people what they want," Colucci said. "Cape Line hits on a variety of consumer demands — bold taste that does not compromise on being a healthier option."
Cape Line Sparkling Cocktails will be supported with a robust national marketing campaign focused on the brand's theme Welcome to Cape Line, and ads using the song "Juice" by Lizzo. This will include traditional media efforts, such as national TV spots on 20 different networks across 100 different shows, as well as targeted out-of-home installments, digital media buys, in-store sampling events, broader sampling efforts within festivals like Austin City Limits and Summerfest, eCommerce partnerships with popular clothing and lifestyle companies, public relations efforts with a focus on social influencers and media, and even more experiential activations to come throughout the summer, the company says.