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.