Molson Coors Beverage Company announced Thursday that it is taking a majority ownership stake in Zoa, a "better-for-you" energy brand co-founded by Dwayne “The Rock” Johnson, Dany Garcia, Dave Rienzi and John Shulman.
The deal allows Molson Coors to lead the entirety of Zoa’s marketing, retail and direct-to-consumer sales and development.
As better-for-you energy drinks sales continue to outpace the broader category, the deal signals Molson Coors’ belief in Zoa’s growth potential. It also follows a period of foundational initiatives, including new packaging, a new visual identity and Zoa’s first national marketing campaign featuring Johnson.
Adding to Molson Coors’ confidence are ZOA’s repeat purchase rates of 50% and its ability to attract new consumers to the energy category, with 30% of ZOA buyers new to the space. The brand’s direct-to-consumer business is also a significant driver of sales and consumer visibility, including the brand’s position as a top 10 energy drink brand on Amazon.
As Zoa enters its next phase, Johnson will remain a visible face of the brand through the “Big Dwayne Energy” campaign, social media amplification and more.
Molson Coors and Zoa first struck a partnership when the brand launched in 2021, and Molson Coors increased its stake in Zoa last September while also assuming a presence on Zoa’s board of directors.
Available at more than 25,000 retail locations and more than 86,000 points of distribution across North America, Zoa represents one piece of Molson Coors’ strategic ambition to expand its total beverage portfolio. Molson Coors’ latest investment in Zoa is subject to standard regulatory approval processes and customary closing conditions.
