• by Danielle Oster , September 11, 2023

Molson Coors clearly views The Rock’s energy drink brand as a solid investment as it continues to build its brand portfolio beyond beer.

The company increased its minority investment in ZOA Energy -- the energy drink company founded by Dwayne “The Rock” Johnson, Dany Garcia, Dave Rienzi and John Shulman -- with the company earning a seat at the table of ZOA Energy’s board of directors through the investment.

MolsonCoors will continue to act as ZOA’s exclusive distribution partner. And besides allowing ZOA to widen its footprint and increase sales, including expanding into international markets, Molson Coors’ additional investment will allow ZOA to double its planned media spend for the year to come, according to Molson Coors’ Beer & Beyond blog.

Speaking to Beer & Beyond, Molson Coors Chief Commercial Officer Michelle St. Jacques characterized the investment as “another meaningful step for Molson Coors and our transformation into a total-beverage company.”

After reporting over $100 million in sales and 138% growth in 2022, ZOA Energy introduced a brand refresh this year, including redesigned packaging and a new “Fuel Something Bigger” marketing platform supported by a series of campaign elements.

In announcing the campaign, ZOA Energy said it would “more than double its marketing investment” for 2023, with a focus on the “Fuel Something Bigger” campaign, as well as shopper marketing across channels including OOH and social media. The brand also pointed to a partnership with the XFL -- another Dwayne Johnson venture -- as well as influencer marketing efforts and seasonal, social and experiential promotions.

In its Q2 earnings report last month, Molson Coors noted ZOA Energy among a number of brands strengthening its beyond-beer portfolio. The company's Chief Financial Officer Tracey Joubert anticipated a $100 million increase in marketing spending for the second half of the year.

St. Jacques told Beer & Beyond, “We think ZOA has the potential to be the next big energy drink brand, and it’s a great example of investing in a brand that’s disrupting a growing category.”