Molson Coors debuts nonalcoholic RTD cocktail line

By: Trademagazin editor Date: 2023. 01. 18. 09:24

Molson Coors has debuted its first nonalcoholic ready-to-drink cocktail line, Roxie, which aims to recreate the craft cocktail experience.

With Roxie, Molson Coors is tapping into several trends that signal an evolution in how consumers consume beverages. The beverage giant said it worked with bartenders and mixologists — in tandem with beverage incubator L.A. Libations, in which it owns a minority stake — on constructing a memorable beverage.

It is sold exclusively online.

The drink is available in three flavors: Lost In The Mango, Forbidden Pineapple and Ripe With Passionfruit. Each contains 90 calories per 12 ounce can. The brand is aimed at 21- to 34-year-olds, Molson Coors said in a company blog.

RTD cocktails are one of the current driving forces of innovation in the beverage space. In releasing a nonalcoholic option, Molson Coors is capitalizing on the growing number of people who are choosing to moderate their drinking habits or abstaining altogether.

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