As part of its strategic entry into the non-alcohol beverage category, Molson Coors Beverage Co., Chicago, announces the launch of its newest product, HUZZAH Probiotic Seltzer, the first non-alcohol innovation from the company’s emerging growth division. The brand will launch this month with the support of L.A. Libations, a Los Angeles-based next-generation beverage incubator in which Molson Coors owns a minority stake.

HUZZAH is a full-flavored seltzer with added probiotics to help support a healthy gut. The shelf-stable beverage contains 3 grams or less of sugar and 15 calories or less in each 12-ounce can. HUZZAH will launch online and at select retailers in SoCal this month in three flavors: Strawberry & Hibiscus, Juicy Pear and Raspberry & Lemon.

“Building a strong portfolio of beverage products outside the traditional beer category to meet evolving consumer preferences is a critical part of our long-term strategy,” said Pete Marino, president of emerging growth for Molson Coors, in a statement. “The coronavirus has only accelerated consumers’ desire for flavorful beverages with functional benefits and HUZZAH delivers in a big way. With this brand, liquid and LA Libations’ support, we are excited to see where HUZZAH can go.”

Molson Coors took a long-term minority stake in L.A. Libations last year as the company looks to build out its non-alcoholic beverage business through new product innovation.

“We set out to build a probiotic seltzer with feel-good energy and compelling functional benefits, hoping to leverage the fast growth happening in sparking water and seltzers,” said Lane Goggin, portfolio manager of non-alcoholic beverages.  “Retailers are already excited about this brand and eager to get it on the shelf, signaling that we have a winning proposition.”

HUZZAH! Probiotic Seltzer is available nationwide at DrinkHuzzah.com and will be on the shelves at select retailers in the SoCal area soon with a suggested retail price of $2.49 for a 12-ounce can.