MillerCoors selected Energy BBDO to handle creative duties for Cape Line, a new line of flavored alcohol beverages.
“Their experienced team brings prior beer industry knowledge to the table as well as a demonstrated understanding of the modern wellness space,” said Sofia Colucci, the MillerCoors vice president of innovation, in a note to distributors and employees.
Energy BBDO recently has served as lead agency on several beer and spirits brands, including Bud Light, Bud Light Lime, Bud Light Platinum and Lime-A-Rita, as well as Canadian Club, Jim Beam, Kahlua, Knob Creek and Vox, among others.
Cape Line is to launch nationally in spring 2019, supported by what MillerCoors executives have called a “robust national marketing plan.”
The brand will be positioned in the above-premium space and contain about half the sugar and calories, on average, than leading similar beverages.