New York
CNN
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Molson Coors is typically known for its lineup of beers and booze, but its newest drink isn’t either.
Enter “Roxie,” the company’s first-ever zero-proof canned cocktail sold exclusively online beginning Tuesday. Its arrival comes as Molson Coors broadens its portfolio beyond beer and expands into new growth categories that are sparking consumers’ interest, including canned cocktails and non-alcoholic beverages.
“We know a lot of consumers are starting to either moderate or temper and think about their consumption habits,” Jamie Wideman, vice president of innovation for Molson Coors exclusively told CNN. “We wanted to have a product that fits that occasion and allow consumers to ‘stay in the moment’ while they are drinking their favorite alcoholic beverage, but can also vacillate between an alcoholic and non-alcoholic beverage as well,” she added.
Roxie is available in three flavors: Passionfruit, pineapple and mango. The 12-ounce drinks, which can be poured over ice or sipped from the can, are sold in a variety flavor pack with 12 cans for $43 or a 4-pack with one flavor for $18.
Molson Coors’ research said consumers wanted a drink that wasn’t a non-alcoholic version of an existing cocktail (i.e a no-jito or faux-groni), Wideman said, prompting the company to develop a drink with “layered, intriguing, complex flavors” that also “mirrors some of the craft cocktail experience.”
Despite its fruity flavors, Wideman said Roxie isn’t just a juice or soda.
“When you taste Roxie, you will know at your first sip that this isn’t juice. As we designed it, we were really intentional about using those familiar and as well as maybe not so familiar and intriguing flavors, like cardamom or lemongrass,” she said.
Roxie’s entrance comes as more consumers are buying non- and low-alcoholic beverages. Sales of that category rose 15% last year according to a report released Monday from IWSR Drinks Market Analysis.
Brandy Rand, IWSR’s chief strategy officer, told CNN that she is “not surprised” that a traditional beer company is moving into this space.
“It’s a convergence of two fast-growing segments within the beverage alcohol space that have a lot of runway for…
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