Molson Coors Beverage Company has unveiled its latest product, Roxie, a line of non-alcoholic canned cocktails. The company drew inspiration from the craft cocktail scene when creating the beverage. This launch comes as more and more people look for non-alcoholic options, particularly during Dry January and beyond. Molson Coors is also planning to introduce another non-alcoholic option, Peroni Nastro Azzurro 0.0, in the near future.
Recent data from Nielsen CGA shows that last year, 35% of adult drinkers abstained from alcohol for January, an increase from 21% in 2021. Furthermore, industry analysis firm IWSR predicts that the non-alcoholic beverage category will experience a growth of 27.6% among 21- to 24-year-olds by 2025.
“Roxie is for those who want to moderate their drinking, abstain or simply sip on something fantastic,” says Jamie Wideman, Molson Coors’ vice president of innovation. “Roxie drinkers can feel like they belong at the party while drinking something complex and delicious out of the can, on the rocks or dressed up with their favorite garnish.”
Key Themes Behind This Trend
- Non-alcoholic Beverage Industry Growth
- Molson Coors' Roxie non-alcoholic canned cocktails tap into the growing trend of non-alcoholic beverage consumption, particularly among 21-24 year olds, presenting opportunities for innovation in this category.
- Alcohol Industry Disruption
- Increasing abstention rates from alcohol, as seen during Dry January, and the rise of non-alcoholic alternatives like Roxie, may disrupt traditional alcoholic beverage consumption habits, creating opportunities for innovation in this industry.
- Canned Cocktail Innovation
- The craft cocktail inspired Roxie line by Molson Coors highlights the potential opportunity to innovate the canned cocktail market, expanding beyond traditional alcoholic options.
Where This Applies
- Non-alcoholic Beverage Industry
- The non-alcoholic beverage industry, particularly in the canned cocktail market, is poised for growth as consumers turn to non-alcoholic options like Roxie.
- Alcohol Industry
- The alcohol industry, faced with increasing abstention rates and non-alcoholic alternatives like Roxie, may need to innovate in order to stay relevant and competitive in the changing market landscape.
- Craft Cocktail Industry
- Molson Coors' craft cocktail inspired Roxie line highlights the potential opportunity to innovate in the canned cocktail market, adding new, non-alcoholic options to the mix.
