Premium Lights and Seltzers Work Together at Retail, Says Molson Coors

Dear Client: Molson Coors’ latest blog post pitches retailers on harnessing the interaction between premium lights and hard seltzers (at least, it alleges). The post asserts an “opportunity” for retailers, stating that outlets can bring customers “in for premium lights or hard seltzer and send ‘em away with a case of both.” This post is of course topical, as Boston Beer chief Dave Burwick reported in recent earnings that part of seltzer's declaration stems from share donation to premium lights