Molson Coors Beverage Company has completed its acquisition of Atomic Brands Inc., bringing Monaco Cocktails into its U.S. Beyond Beer portfolio as part of a broader push into the fast-growing ready-to-drink cocktail segment.
The deal positions Molson Coors as a top-five supplier in the RTD cocktail category, strengthening its presence beyond traditional beer offerings. With the transaction finalized, the company plans to leverage its national distribution scale to accelerate Monaco’s next phase of growth while maintaining continuity for customers, distributors, and consumers.
As part of the integration, more than 80 members of Monaco’s sales team will join Molson Coors. These employees are expected to support the Monaco brand during the transition and eventually contribute to selling the company’s broader portfolio of flavored beverages.
Founded in 2012, Monaco has grown into the leading independently owned RTD singles cocktail brand in the U.S. The company built its reputation through strong performance in convenience stores and independent retail channels, helping to drive adoption of canned cocktails with bold flavors and ready-to-drink convenience.
The acquisition aligns with Molson Coors’ long-term strategy to diversify its portfolio across beer and non-beer categories, reflecting shifting consumer preferences toward flavored beverages and alternative alcohol formats. By adding Monaco, the company aims to further scale its presence in high-growth segments and expand its reach across different consumption occasions.
KEY QUOTES:
“As we move forward, we’re committed to protecting what’s made Monaco a leader in RTD cocktails over the past 14 years. That means having the right people and systems in place to support the integration phase for all of our partners and Monaco’s many fans out in the market. Feet on the street matter. Just as we’ve done with our non-alc business, the addition of the Monaco team reflects our commitment to investing in new capabilities to build a winning total-beverage portfolio.”
Brian Feiro, President of U.S. Sales, Molson Coors Beverage Company
