Case Study: Molson Coors Beverage Company boosts Vizzy’s launch impact with Citizen Relations' Vizzibility Project

Molson Coors Beverage Company launches Vizzibility Project with Citizen Relations, driving 41MM impressions

The customer Molson Coors Beverage Company faced the challenge of launching its Vizzy Hard Seltzer in a crowded Canadian market. To stand out, Vizzy needed to make a bold entrance that built on its US focus of supporting the LGBTQ+ community. Citizen Relations was engaged to help the brand achieve this.

Citizen Relations developed the Vizzibility Project, an artist grant program created in partnership with a Drag Race winner and a nonprofit to elevate LGBTQ+ artists. The campaign generated 41 million impressions and over 1,100 social hits. Most significantly, Vizzy became the #1 hard seltzer with a 44% on-premise market share in Ontario within its first month, making it one of the most impactful product launches in a decade.

Molson Coors Beverage Company