Molson Coors Beverage recently unveiled its latest commitment to innovation. It’s all about their Roxie canned cocktails with a zero proof level. Dry January is in full swing, but drinkers are also looking for non-alcoholic options during these months after the holiday hangover, and Roxie offers an innovative solution. It is inspired by craft cocktails and can be purchased directly just like Molson Coors recently launched Peroni Nastro Azzurro 0.0 through its website, drinkroxie.com.
In 2022, according to Nielsen CGA, 35% of adult drinkers stayed away from alcohol for the entire month of January, up from 21% in 2021. Also, beverage industry analysis firm IWSR found that the non-alcoholic beverage category is poised to grow 27.6% among 21-24 year olds by 2025.
“Roxie is for those who want to moderate their alcohol consumption, abstain or just drink something fantastic,” said Jamie Wideman, vice president of innovation for Molson Coors. “Roxie drinkers can feel like they belong at the party while sipping something complex and delicious out of the can, on the rocks or dressed with their favorite garnish,” he said.
It is available in three different flavors: Lost In The Mango, which is characterized by a sweet and aromatic mango flavor; Forbidden Pineapple, with acidic and tropical tones of pineapple; and Ripe With Passionfruit, which has a botanical but tart touch of passion fruit. All versions contain 90 calories per 12 ounces.
“They are familiar flavors with little surprises. You really experience the layers. Roxie draws on flavors like spice, cardamom and lemongrass to add complexity and intrigue and delivers a true craft cocktail experience,” noted Wideman.
In order to achieve the best oenological combinations, Molson Coors hired experts to learn about the needs required to create an appropriate beverage. The result, Wideman says, is a recognizable experience, but with an added depth that is often absent in zero-proof cocktails.
“We wanted to provide an experience that felt like you were drinking a real cocktail, just without the alcohol,” Wideman added. Roxie has been designed with consumers between the ages of 21 and 34 in mind. They are available in packs of 4 unique flavors, as well as 12 different varieties. Orders over $35 will be shipped free of charge.
Developed in conjunction with LA Libations, the California-based beverage incubator in which Molson Coors owns a minority stake, Roxie is Molson Coors’ latest offering in the space beyond beer and builds on big game changers like Simply Spiked Lemonade, Five Trail blended with American whiskey and ZOA energy drink.
“As we think about our overall innovation approach, we’re going to have ideas that are big and ready to scale. We’re also going to have initiatives that are at the forefront of growing categories and emerging spaces that need time to be nurtured,” Wideman said.
Wideman also expects Roxie to be available for purchase through traditional sales channels in the future. But Molson Coors decided to take a completely new path and opted to launch the new brand directly to consumers, a first step never before taken by the company. This decision will provide the opportunity to communicate and advertise with customers directly via the web.
According to Wideman, “having access to various digital platforms and social networks gives us the ability to get feedback directly from users so we can improve our services and products. It is important to have a portfolio that brings all consumers to the table.”
