The Molson Coors Company announced that they will stop producing their Coors Seltzer in the U.S. In a message to the company’s wholesalers last week, the company’s chief marketing officer Michelle St. Jacques and U.S. sales president Kevin Doyle announced the company will cease production of Coors Seltzer.

Molson Coors launched their Orange Cream Pop flavored hard seltzer in June which saw a spike in the flavoured collaboration with Tipsy Scoop. However, the decision behind the brands ceasing production of their hard seltzer comes from analyzing industry figures which has brought to light the fact that hard seltzer extensions of traditional beer brands are not doing so well compared to labels like White Claw and Truly.

“That’s why we’ve made the decision to discontinue Coors Seltzer in the U.S. and commit our energy, resources, material supply, and shelf space to Vizzy and Topo Chico Hard Seltzer,” according to the statement.

Wholesalers are encouraged to sell off their current supply of Coors Seltzer.