CHICAGO — Molson Coors Beverage Co., the brewer behind leading brands like Coors, Miller, Blue Moon, Peroni U.S., Fever-Tree U.S. and Topo Chico Hard, today announced the acquisition of Atomic Brands, Inc., maker of Monaco Cocktails (“Monaco”), a pioneering ready-to-drink (RTD) brand known for combining bold flavors and quality with convenient packaging that’s ready when you are.
Launched in 2012, Monaco helped ignite the RTD cocktail category and popularized the concept of canned cocktails for big nights, high-intensity sports and live events, drawing consumers to the brand and its flavorful lineup of modern classics like Citrus Rush, Watermelon Crush, Lime Crush, Black Raspberry and more.
Since launching 14 years ago, Monaco has grown to become a top-five RTD cocktail brand* in the U.S. and holds a 5% market share of RTD singles*, in addition to now being the #1 independently owned RTD singles cocktail brand in the U.S. across all tracked retail channels.
Sold in over 70,000 retail locations across the U.S., Monaco shows up particularly strongly in convenience stores. Molson Coors sees significant opportunity to further scale Monaco, including through increased marketing support and expansion through chain retailers. Currently, the majority of Monaco’s distribution overlaps with Molson Coors’ U.S. distributor network, further positioning the brand for operational and commercial integration with Molson Coors.
“Don and his team have built something genuinely impressive with Monaco. This brand was developed from the ground up with dedication and a fanbase fostered through real, in-person experiences. We believe it has the scale, the consumer loyalty and the runway for growth that we’ve been looking for – but it’s more than that. Monaco is built different. Very few brands blend quality, value and fun quite like Monaco does, and all of us at Molson Coors are excited to build on the momentum by introducing the brand to even more consumers,” said Rahul Goyal, president and CEO, Molson Coors Ceverage Co.
“I’m extremely proud of the journey we’ve taken with Monaco since launching in 2012. We pioneered the canned cocktail category when it was all but forgotten, igniting a new generation of drinkers with bold, pop-culture-inspired flavors, iconic packaging and consistent high-energy messaging. Monaco has always stood for exceptional quality, incredible value, and unforgettable experiences, fueled by partnerships with music festivals and live action sports. Today, joining forces with Molson Coors fills me with gratitude for everyone who believed in us along the way. This next chapter will harness their unmatched distribution reach, operational expertise, and passion for iconic consumer brands to bring Monaco’s high-octane fun to even more fans nationwide. We’re ready to keep the party going stronger than ever,” added Don Deubler, founder and CEO, Atomic Brands.
The acquisition advances Molson Coors’ ambition to build a strong portfolio of scaled brands across beer and beyond beer. In February 2026, Molson Coors announced its Horizon 2030 strategy, aimed at creating growth in a world of constantly evolving consumer preferences and choice. Monaco is expected to further the Company’s strategy and complement its vast beer portfolio, including growing brands such as Coors Banquet and Peroni U.S., while also advancing its Beyond Beer lineup, which also includes beloved brands like Fever Tree U.S. and Topo Chico Hard.
The deal is subject to the satisfaction of closing conditions, and the transaction is expected to close in the coming weeks.
Submit Your Press Release
Have news to share? Send us your press releases and announcements.
Send Press Release
