Admittedly, it's late to the party.
The hard seltzer craze got going in earnest back in 2016 with the debut of the now category leader White Claw. The Truly brand from Boston Beer is now in a respectable (yet distant) second place in terms of market share, while Anheuser-Busch InBev 's Bon & Viv brand is in third. Molson Coors (NYSE: TAP) finally entered the game in a meaningful way earlier this year, first with Vizzy and then with a Coors-branded take on seltzers. But battle lines had already been drawn.
The recently confirmed 400% increase in Molson's hard seltzer production capacity, however, isn't a waste of the company's time or resources. While it will take time to penetrate the somewhat established market, the company has a couple of things working in its favor.
For further details see:
Molson Coors' Big Bet on Hard Seltzers Is the Right One to Make