Molson Coors Beverage Company has completed its acquisition of Atomic Brands, maker of Monaco Cocktails, expanding its U.S. Beyond Beer portfolio and strengthening its position in the fast-growing ready-to-drink (RTD) cocktail segment.
The acquisition makes Molson Coors a top-five supplier in the U.S. RTD cocktail market. More than 80 Monaco team members will join Molson Coors, supporting integration and broader sales operations.
Monaco, founded in 2012, became the #1 independently owned canned cocktail brand in the U.S., known for bold flavors and convenient singles packaging. The brand has built a loyal following in convenience and independent retail channels, positioning it for continued growth under Molson Coors’ national scale.
Brian Feiro, president of U.S. sales for Molson Coors, said the company is focused on maintaining continuity for customers, distributors, and consumers while leveraging Monaco’s success to expand its total beverage portfolio. “Feet on the street matter,” Feiro added, highlighting the retention of Monaco’s sales team as key to ongoing performance.
The acquisition aligns with Molson Coors’ long-term strategy to build a strong portfolio across beer and beyond beer, responding to evolving consumer preferences and occasions.
Why this matters
The move signals Molson Coors’ commitment to the growing canned cocktail market, which has been one of the fastest-growing segments in U.S. beverages. Retailers can expect increased brand support, broader distribution, and expanded flavor offerings, reinforcing trends in convenience-driven alcohol sales.
