With Roxie, Molson Coors is embracing various trends that indicate a shift in consumer beverage preferences. The company stated that it aims to develop a drink for those who opt not to consume alcohol, creating something reminiscent of what they might order at a bar. The beverage giant collaborated with bartenders and mixologists, alongside beverage incubator L.A. Libations, in which it holds a minority stake, to craft a distinctive beverage. “Roxie draws inspiration from flavors like spices, cardamom, and lemongrass to provide depth and intrigue, delivering a genuine craft cocktail experience,” said Jamie Wideman, vice president of innovation at Molson Coors, on the company’s blog. “Roxie drinkers can enjoy a complex and delicious beverage straight from the can, on the rocks, or garnished with their favorite toppings, making them feel included at social gatherings.”
By initially offering the drink exclusively online—a first for Molson Coors—the company can gauge consumer interest and assess the product’s performance in a direct-to-consumer setting before making it available in retail stores. Wideman expressed on the blog his vision for more such initiatives in the future. “Utilizing online and social platforms allows us to quickly gather consumer feedback and innovate based on that feedback,” he stated.
As the internet becomes an increasingly popular channel for beverage purchases, alcohol e-commerce sales are anticipated to rise by 66%, reaching over $42 billion by 2025, according to IWSR Drinks Market Analysis. In addition, the nonalcoholic beverage sector is projected to grow by 27.6% among individuals aged 21 to 24 by 2025, as highlighted in Molson Coors’ press release. More 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 consume alcoholic beverages like liquor, wine, or beer, marking a 5% increase since 2019.
Molson Coors has been signaling its interest in the nonalcoholic market since 2020, launching several health-conscious beverage options, including the probiotic seltzer Huzzah and the diet soda MadVine. Earlier this year, they will also introduce Peroni Nastro Azzurro 0.0%, a zero-proof version of their Italian lager. In 2023, ready-to-drink (RTD) cocktails are a major focus for alcohol producers, with new offerings like Molson Coors’ Topo Chico Spirited, developed in collaboration with Coca-Cola. Beverage Marketing Corporation analyst Nathan Greene indicated to Food Dive that he would “not be surprised if RTD spirits became the largest single segment” in the alcohol industry within a decade.
For those who desire the flavor of their favorite drinks without the effects of alcohol, the RTD mocktail market is filled with choices. PepsiCo has launched several mixer brands, including Unmuddled—with flavors like Lemon Mint, Fiery Pineapple, and Spiced Mandarin—and an assortment designed for margaritas, daiquiris, mojitos, and whiskey sours called Neon Zebra. They also introduced RTD mocktails under their Bubly sparkling water brand last summer. In 2021, actress Blake Lively unveiled a line of nonalcoholic mixers, Betty Buzz, meant to be enjoyed with or without alcohol. Additionally, pop star Katy Perry launched De Soi, a series of zero-proof aperitifs infused with adaptogens.
Moreover, as consumers increasingly seek healthier beverage options, the inclusion of ingredients like calcium citrate in food is becoming more prominent, further underlining the trend toward wellness-focused products in the beverage industry.