Today marks the official launch of Molson Coors’ “Happy Thursday,” a new line of spiked refreshers designed to cater to the preferences of younger legal drinking age (LDA) consumers.
Co-created with members of the Gen Z community, Happy Thursday offers an easy-drinking and flavorful beverage with a 4.4% ABV and no carbonation, so we can all start off the weekend a day early.
"Happy Thursday is a flavorful spiked refresher that will set the weekend feel — it's smooth, bubble-free, with refreshing flavor," Amanda DeVore, senior director for marketing innovation at Molson Coors, shared in a press release.
Although it’s the first time the beverage company will enter the flavored alcohol category, we have high expectations for Happy Thursday.
Targeting the New Generation of Drinkers
This new line of non-carbonated spiked refreshers is created to meet the demands of the growing number of consumers who prefer fruity and flavorful beverages but without the bubbles.
One of the top barriers for Gen Z (21-26 years old) drinkers is bloating from carbonation, which is why Happy Thursday is "bubble-free."
Happy Thursday has four flavors:
- Passionfruit Mango
- Black Cherry
- Strawberry
- Pineapple Starfruit
These favors were chosen based on the preferences of younger LDA drinkers, who are more likely to buy flavored alcoholic beverages.
The brand is named in honor of the unofficial start of the weekend, delivering a “refreshing weekend flavor, no matter what the calendar says,” revealed Liz Cramton, marketing director of Happy Thursday at Molson Coors.
"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?" Cramton added.
Happy Thursday is launched utilizing “a bright, social-first creative campaign” from creative agency Droga5 to spotlight how we can unlock that exciting weekend feeling a day early.
The campaign will roll out throughout April and include TV, digital, earned, and out-of-home (OOH) activations.
Happy Thursday is now available in stores across the U.S.
