Molson Coors now faces a 3d proposed class action suit targeting the Vizzy "Mimosa Hard Seltzer" vty pks. Filed in a fed ct in Missouri early this wk, the newest complaint copies and pastes, almost verbatim, the 2d complaint filed in Florida in March. They make broadly the same arguments as the 1st suit in NY: word "mimosa" implies presence of sparkling wine or champagne and more than de minimis presence of orange juice.

Molson Coors is betting big on MC/Coke's biggest partnership brand, Simply Spiked, as it looks to stabilize trends. Simply Spiked will get summer push thru "new partnerships with ESPN, a national campaign with actor and comedian Ron Funches and a focus on sports sponsorships," MC announced. New set of ads with Ron and ESPN partnerships come as Simply Spiked trends took a turn since Apr, down nearly 20% vs year ago as Peach and Lemonade variety pks decline at steeper rates, only partly offset by new Limeade pks. Yet Simply Spiked swiftly became MC's 6th largest brand family by $$ in scans, larger than Steel Reserve Malt Liquor family in latest periods even as it's down. Brand's still less than 2 yrs old and MC's "feeling optimistic about the long-term trajectory of Simply Spiked," said senior marketing manager for the brand, Josh McDonald.

The latest iteration of Corona's "La Vida Más Fina," (The Fine Life) ad campaign debuts tonight during the NBA Conference Finals featuring award-winning actor Pedro Pascal. Tonight's 30-second spot in English is called "One Man's Journey," and campaign will continue "through summer across multiple platforms," including streaming, broadcast, cable tv and social media, noted co. Two other spots in campaign are in Spanish and called "Banquet Table" and "Celia Cruz."

The Oregon attorney general's office didn't have enough clear evidence to charge any current or former state liquor commission (OLCC) employees with a crime related to the diversion of allocated rare bourbons for personal use, it explained in a summary report published last week. The long-time practice of OLCC leaders saving a sizable portion of ultra high-end products like Pappy Van Winkle for personal purchase erupted in the local press last February after an internal investigation, recall.

City Brewing, the massive contract brewer and copacker, recently announced the completion of its debt restructuring, improving liquidity in transaction that included a new $115-mil loan. But move has only earned the co an upgrade from "SD" (selective default) to "B-." Upgrade reflects "City's improved, but still elevated, leverage and weak cash generation," as the ratings co estimates City's adjusted leverage exceeded 10X after restructuring. "Negative outlook" remains due to City's "track record of underperformance," S&P wrote, with "potential for a lower rating if City's operating performance does not improve as expected, causing its capital structure to become unsustainable."

So far, Splash Beverage has been unusual rollup play that's been assembling bev brands in both alcohol and non-alcohol. But is the key NA entry there, the decade-old Tapout sports drink, headed elsewhere? That's one supposition after first-qtr update and conference call by Ft Lauderdale, Fla-based co brought no mention of brand. When question came up in q&a, chmn/CEO Robert Nistico declined to answer it for now on grounds that brand's fate "will become more clear in the near future."

After keeping its product portfolio tightly edited, Malk Organics is moving into more expansive mode. Latest to hit retail: trio of plant-based creamers in Vanilla Almond, Caramel Almond and Lightly Sweetened Oat versions. In keeping with brand credo, they contain no gums, oils, fillers or whiteners, keeping ingredients list short. They arrive a few months after Austin-based co debuted Shelf Stable and Cashew entries. The 3 new entries are breaking nationally within Sprouts natural retailer, as well as in some Whole Foods, Erewhon and Fresh Thyme stores starting in mid-Jun. SRP is $7.99 per 16-oz bottle. Launch comes as co claims to continue to be fastest-growing plantmilk.

Nirvana Water Sciences has recruited perennial NBA All-Star Steph Curry as "a lead investor" and endorser, via star's biz vehicle Thirty Ink. "I recently discovered the power of Nirvana Super and the incredible effects HMB has on my body reducing recovery time during the grind of my 15th NBA season," per statement from Curry, referring to key functional ingredient, the amino acid hydroxymethylbutyrate. Curry has been seemingly prolific investor and/or endorser in brands like Under Armour (which has a Curry marque), Callaway, Rakuten, Subway, CarMax and Harman Int'l. On bev side, he'd signed on as investor/endorser of Oxigen oxygenated water in 2020 (BBI, Aug 7 2020), tho that brand seems to have gone fallow lately, and Lance Collins' team behind Recover 180 brand had said last fall they were hoping to reel Curry into investor/endorser fold (BBI, Oct 12), tho Nirvana tie would seem to rule that out now. He'd also been rumored to be in talks with Michelle Obama's Plezi kids line. Curry joins roster that includes NBA star Kyle Lowry, who sits on Nirvana board, as well as NFLers Patrick Willis, Brian Dawkins, Jonathan Stewart and Tommy Townsend. Nirvana lately has entered all 2,300 GNC stores in US as well as Harris Teeter groceries in states that include NC, where Curry was raised . . . Cumulus Coffee, ambitious cold-brew machine startup backed by Howard Schultz among others, has found its marketing chief: Alexis Pagis, a vet of lifestyle brands like Hennessy, Campari, Converse and Away. He takes svp marketing role coming off a little over a year at vp for innovation and brand incubation at Anheuser-Busch's offices in NY, where Cumulus is also based. Placement was made via Executive People agency.