• by Danielle Oster , April 4, 2024

There’s no upcoming three-day weekend, but Molson Coors is excited it’s finally Thursday as it hypes its entry into the flavored alcoholic beverage category.

The company is promoting the official release of Happy Thursday, its non-carbonated flavored alcoholic “spiked refresher” line, with a launch campaign promising “Weekend Flavor Any Day Of The Week.” 

With 4.4% ABV and 10 grams of sugar per 12-ounce can across its range of four launch flavors – Black Cherry, Mango Passionfruit, Pineapple Starfruit, and Strawberry – the line is designed to address evolving drinker preferences.

According to Molson Coors, carbonation-fueled bloating was cited as a top barrier by legal drinking age Gen Z consumers. Happy Thursday will retail in 12-pack variety packs of 12-ounce cans, as well as 16-ounce singles for the flavors Strawberry and Pineapple Starfruit.

The launch campaign, created with agency Droga5, primarily focuses on social media channels – unsurprising given its target demographic. Touting the “weekend flavor” of the refresher, while leaning into its vibrant packaging hues, the colorful campaign will also run across TV, digital,  and OOH channels, and include earned media components.

“Happy Thursday takes those serious weekday moments and delivers that refreshing weekend flavor, no matter what the calendar says,” Liz Cramton, marketing director of Happy Thursday at Molson Coors, said in a statement. “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.”