鈥淚t鈥檚 here to stay,鈥 she said of seltzers and other mixed drinks鈥 place in the fabric of the alcoholic beverage industry.
鈥淚 do not think it鈥檚 going anywhere and I think that鈥檚 great. It鈥檚 a really fun category to play in. There鈥檚 so many flavour profiles that you can have lots of fun with.鈥
Back at Molson Coors鈥 Toronto brewery, Purchase said the company believes it still has a lot of untapped potential.
With just five years as a 鈥渂everage company鈥 under its belt, he said Molson Coors knows its experience in these new waters pales in comparison to its rich history of brewing beer, which dates back to its foundation in 1786.
But Purchase believes flavoured drinks will be a vital part of the company鈥檚 future.
鈥淲e鈥檝e had to plan and replan several times based on what鈥檚 going on in the economy around us. That has been true for 239 years in the beer category, where we鈥檙e experts,鈥 he said.
鈥淲e鈥檝e done a lot of learning and a lot of investment to scale up our capabilities over the last five years 鈥 It鈥檚 been fun. It鈥檚 been fast and a lot of learning.鈥