Why You Should Be Selling… Monaco Cocktails
Monaco Cocktails give retailers a premium, RTD lineup built for today’s flavor-driven, convenience-minded shoppers.
Retailers do not need another reminder that beverage alcohol is changing. What they do need are brands that can turn that change into dependable sales. Monaco Cocktails give retailers a strong answer to one of the biggest shifts in the industry: consumers are still looking for flavor, convenience, and occasion-ready drinks, but they are increasingly finding those things outside the traditional beer aisle. Built around bold flavors, single-serve convenience, and its simple “2 shots in every can” positioning, Monaco is a ready-to-drink, cocktail brand that deserves serious attention at retail.
The broader category case is clear. Beverage alcohol remained under pressure in 2025, with beer, wine, and spirits all seeing dollar declines. RTDs, however, continued to stand out as one of the most reliable growth engines, accounting for more than 12% of total alcohol dollars, according to NIQ’s 2025 Beverage Alcohol Year in Review. Within that momentum, cocktail style RTDs are especially important.
For retailers, the takeaway is simple: flavor-forward, cocktail-inspired drinks are no longer a niche add on. They are a meaningful part of the alcohol set, and Monaco fits that opportunity because it already has the scale and identity many RTD brands are still trying to build. Launched in 2012, Monaco has grown into a top-five RTD cocktail brand in the U.S. by bringing together quality ingredients and convenient servings. The brand also holds a 5% share of RTD singles and is sold in more than 70,000 retail locations across the country, showing particular strength in convenience stores.
That strength matters because impulse, trial, and trade-up behavior often happen one can at a time. A shopper who may not want to commit to a full pack can still grab a cold can for a party, 10 tailgate, concert, beach day, or night out. Monaco’s single-serve format makes it especially valuable in c-stores and cold boxes, where speed, visibility, and immediate consumption occasions drive purchase decisions. At the same time, the brand’s growth across multi-pack formats gives retailers a way to turn trial into larger-basket purchases.
Monaco’s flavor lineup speaks directly to where consumer interest is going. Modern shoppers are not just buying alcohol by category; they are buying by occasion, mood, and taste profile. Monaco’s portfolio of bold, recognizable flavors – including Citrus Rush and Lime Crush – gives retailers a colorful, easily recognizable brand that is simple to merchandise. In an RTD set that can feel crowded, Monaco’s impactful packaging, flavor options, and value create quick shelf communication.
The brand also connects naturally to high-energy social occasions. Monaco has built its fanbase through experiential events, including music festivals, MMA fights, and live-action sports. Molson Coors has said the brand was developed through “real, in-person experiences.” That positioning matters in a category driven by convenience and visibility. Retailers can lean into Monaco for weekend displays, sporting events, holiday weekends, and single-serve cold box placements where shoppers are already looking for grab-and-go options.
Molson Coors’ acquisition of Atomic Brands adds another reason for retailers to pay attention. The company has said Monaco fills a portfolio gap, adds immediate scale, and is expected to contribute roughly 1% to global net sales on a trailing 12-month basis. Molson Coors has also pointed to increased marketing support, expansion through chain retailers, and overlap with its existing distributor network as growth opportunities for Monaco. In practical terms, Monaco is not just a fast-growing RTD brand, it is now backed by a supplier with the distribution reach and commercial resources to push it further.
The RTD category is no longer a trend riding the tail end of hard seltzer. It is a durable, evolving part of beverage alcohol, and Monaco is a brand that’s best positioned to help retailers win with today’s convenience-driven, flavor-first shoppers.
About Kramer Beverage
Kramer Beverage is South Jersey’s largest beer wholesaler and is owned and operated by the Kramer family – through four generations – since 1924. They are based out of Hammonton and serve an eight-county footprint in South Jersey with top brands from Molson Coors, Constellation, Yuengling, Boston Beer, Heineken USA, Pabst, Diageo, FIFCO, and others. Kramer Beverage also distributes wine, spirits, and a variety of craft beers from suppliers such as New Belgium and Sierra Nevada to local favorites, including Cape May Brewing, MudHen, Double Nickel, Evil Genius, and Glasstown. For more information, please visit www.kramerbev.com.