Molson Coors Beverage Company announced that it is taking a majority ownership stake in Zoa, the better-for-you energy brand co-founded by Dwayne “The Rock” Johnson. According to a press release from the company, the deal signals Molson Coors’ belief in Zoa’s growth potential as “better-for-you energy drinks continue to outpace the broader category.”

“We’re building a winning portfolio that offers consumers choices across a wide range of occasions, and non-alc is a key part of that strategy,” said Molson Coors Chief Commercial Officer Michelle St. Jacques. “Zoa opens the door for us to participate in more parts of the day and incremental opportunities beyond our core business. We’ve built a strong foundation with Zoa over the past three years and we see a ton of opportunity for this brand to achieve its next stage of growth and scale.”

Molson Coors and Zoa first struck a partnership when the brand launched in 2021, and Molson Coors increased its stake in Zoa last September while also assuming a presence on Zoa’s board of directors.

With the majority stake, Molson Coors will lead the entirety of Zoa’s marketing, retail, and direct-to-consumer sales and development. The deal also follows a period of foundational initiatives, including new packaging, a new visual identity, and Zoa’s first national marketing campaign featuring actor and retired professional wrestler Johnson.

According to Molson Coors, Zoa has repeat purchase rates of 50% and an ability to attract new consumers to the energy category, with 30% of Zoa buyers new to the space.

In other energy drink news, Celsius acquired Big Beverages Contract Manufacturing earlier this month.