On Sunday, Molson Coors announced the launch of Happy Thursday, a non-carbonated spiked refresher developed in conjunction with Gen Z. The announcement marks the conglomerate’s most recent move to becoming a total beverage company.
Happy Thursday — named for the unofficial start of the weekend — will debut in 12-ounce cans in four flavors: Strawberry, Pineapple Starfruit, Black Cherry, and Mango Passionfruit. The brand says it formulated the 4.4 percent ABV beverage based on insights from a panel of Gen Z drinkers aged 21 or over with the goal of releasing a product that helps consumers avoid painful bloating and burning often associated with carbonated drinks. Molson Coors cited TikTok as the inspiration for the launch after coming across multiple videos of Gen Z drinkers decarbonating other bubbly beverages like White Claw and Truly with a milk frother.
