We’re falling out of love with beer. More and more Americans are leaving the suds behind in search of the “next hot thing.”

That “next hot thing” is hard seltzer. It’s enjoyed explosive category growth and every beer brand is jumping on the bandwagon to launch one.

But MGD would never do that—because it is unapologetically beer. Forever.

Launch a seltzer the only way MGD knows how—into oblivion.

We strapped a variety of hard seltzers to a rocket and promised the public we were sending them off this planet forever. Because a world with fewer seltzers is a world this beer's beer wants to live in.

A TV spot teed up a live launch across Molson Coors' social channels, which ended in a fiery explosion of seltzer.

Mission complete.