Constellation Brands, Coca-Cola enter agreement for FRESCA brand
FRESCA Mixed ready-to-drink cocktails will hit US market later this year
Constellation Brands Inc., Victor, N.Y., entered into a brand authorization agreement with The Coca-Cola Co., Atlanta, in the United States to bring the FRESCA brand into beverage alcohol through the manufacturing, marketing, distribution and launch of FRESCA Mixed, a new line of spirit-based, ready-to-drink (RTD) cocktails that are well-aligned to a number of emerging consumer trends, it says.
“The Coca-Cola Co.’s FRESCA brand is not only trusted by consumers, but also directly delivers on consumer preferences for refreshment, flavor, and convenience ― attributes that also play well within beverage alcohol and where we can leverage our expertise,” said Bill Newlands, Constellation’s president and CEO, in a statement.