With Roxie, Molson Coors is embracing several trends that reflect a shift in consumer beverage preferences. The company announced its intention to create a drink for those who opt not to consume alcohol, aiming to replicate what one might order at a bar. Molson Coors collaborated with bartenders and mixologists, along with beverage incubator L.A. Libations—where it holds a minority stake—to develop a distinctive beverage. “Roxie draws inspiration from flavors such as spices, cardamom, and lemongrass to introduce complexity and excitement, offering a genuine craft cocktail experience,” stated Jamie Wideman, vice president of innovation at Molson Coors, on the company’s blog. “Consumers of Roxie can enjoy a sophisticated and flavorful drink straight from the can, on the rocks, or enhanced with their preferred garnish, all while feeling included at social gatherings.”
By launching the drink exclusively online—marking a first for Molson Coors—the company can gauge its performance as a direct-to-consumer product before introducing it to physical retail locations. Wideman noted on the blog that he anticipates more of this approach in the future. “Leveraging online and social platforms allows us to quickly gather consumer feedback and innovate based on that input,” Wideman explained.
The internet is becoming the primary channel through which many consumers purchase beverages. E-commerce sales in the alcoholic beverage sector are expected to rise by 66%, reaching over $42 billion by 2025, according to IWSR Drinks Market Analysis. Furthermore, research cited in Molson Coors’ press release indicates that the nonalcoholic beverage category is projected to grow by 27.6% among individuals aged 21 to 24 by 2025. A growing number of consumers are moving away from alcohol for health and financial reasons. A Gallup poll conducted last summer revealed that 40% of U.S. adults do not drink liquor, wine, or beer, marking a 5% increase since 2019.
Molson Coors began indicating its interest in the nonalcoholic market in 2020, launching various healthier beverage options such as the probiotic seltzer Huzzah and diet soda MadVine. Earlier this year, the company also introduced Peroni Nastro Azzurro 0.0%, a zero-proof version of its popular Italian lager. Ready-to-drink (RTD) cocktails are a significant focus for alcoholic beverage producers in 2023, with new offerings like Molson Coors’ Topo Chico Spirited in partnership with Coca-Cola. Beverage Marketing Corporation analyst Nathan Greene mentioned to Food Dive that he would not be surprised if RTD spirits become the largest segment in the alcohol industry within the next decade.
For those who desire the flavors of their favorite cocktails without the effects of alcohol, the RTD mocktail market presents numerous options. PepsiCo has launched several mixer brands, including Unmuddled, available in flavors like Lemon Mint, Fiery Pineapple, and Spiced Mandarin, as well as a product specifically for margaritas, daiquiris, mojitos, and whiskey sours called Neon Zebra. Additionally, last summer, it introduced RTD mocktails under the Bubly sparkling water brand. In 2021, actress Blake Lively unveiled a line of nonalcoholic mixers named Betty Buzz, intended to be enjoyed with or without alcohol, while pop star Katy Perry released De Soi, a collection of zero-proof aperitifs infused with adaptogens.
As more consumers turn to nonalcoholic options, questions about health implications arise, including concerns such as whether calcium citrate clogs arteries. This inquiry reflects a growing awareness of health-associated risks, influencing many to reconsider their beverage choices. The evolving landscape of beverage consumption indicates a clear trend toward more inclusive, flavorful, and health-conscious options, with Roxie leading the way in this transformation.