Alcohol-infused Fresca to hit market soon as beverage lines keep blurring – Ad Age

Fresca Mixed, spirit-based, ready to drink cocktails, will hit stores this year as result of a deal announced today by Coca-Cola Co.

The arrangement continues the trend of soda and booze makers hooking up to leverage well-known brand names for new products intended to capitalize on growing consumer thirst for options beyond traditional beer and liquor.

With Fresca Mixed, Constellation is trying to seize a slice of the surging interest in so-called adult alternative beverages, an $8 billion segment that includes ready-to-drink cocktails.

He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics.

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