Chicago-based Molson Coors Beverage Co. announced its newest brand, Happy Thursday, a fruity-flavored line of spiked refreshers, now is available on shelves nationwide.

Bloating that might come from carbonation is considered a top barrier for legal drinking age Gen Z, the company notes. Coupled with emerging social media trends of de-carbonating beverages and growing non-alcohol refreshers platform, Molson Coors developed Happy Thursday to meet the needs of this new age of drinkers in the alcohol category, it says.

“Happy Thursday is a flavorful spiked refresher that will set the weekend feel — it’s smooth, bubble-free, with refreshing flavor,” said Amanda DeVore, senior director for marketing innovation at Molson Coors, in a statement. “This delicious line is our first-of-its-kind entry in the flavored alcohol category, and we know our fans are going to experience love at first sip.”

Liz Cramton, marketing director of Happy Thursday at Molson Coors, added: “Happy Thursday takes those serious weekday moments and delivers that refreshing weekend flavor, no matter what the calendar says. We’re excited to introduce our new line of spiked refreshers to the world and kick off the weekend one day earlier in a bold, bubble-free way. Because when you have Happy Thursday, why wait for Friday?”

Named in honor of the unofficial start of the weekend, the 4.4% ABV Happy Thursday comes in four non-carbonated flavors — Strawberry, Pineapple Starfruit, Mango Passionfruit and Black Cherry — with less than 10 grams of sugar in each 12-ounce serving.

Happy Thursday is sold in 12-pack variety packs, as well as 16-ounce Strawberry and 24-ounce Strawberry and Pineapple Starfruit singles. 

This new line also will be supported with a bright, social-first creative campaign from Droga5 that highlights the celebratory weekend feeling that can be unlocked with Happy Thursday, the company says. The creative campaign will be supported across TV, digital, earned, and out-of-home assets rolling out in April.