Roxie is inspired by craft cocktails and sold directly to US consumers through its website, drinkroxie.com, and arrives as more drinkers are looking for non-alc options during Dry January – and throughout the entire year. (Molson Coors is launching another non-alc option, Peroni Nastro Azzurro 0.0, early this year, as well.)
Last year, according to Nielsen CGA, 35% of adult drinkers stayed away from alcohol for the entire month of January, up from 21% in 2021. And beverage industry analysis firm IWSR found the non-alc beverage category is poised to grow by 27.6% among 21- to 24-year-olds by 2025.
Available in three varieties — Lost In The Mango (sweet mango with rich and aromatic flavors), Forbidden Pineapple (tangy pineapple tinged with tropical tones) and Ripe With Passionfruit (tart passionfruit with a hint of botanicals) — Roxie contains no alcohol and checks in at 90 calories per 12oz serving.
Roxie, aimed at 21- to 34-year-old consumers, is available in single-flavor four packs and variety 12-packs. Orders over $35 qualify for free shipping.
Developed in concert with LA Libations, the California-based beverage incubator in which Molson Coors owns a minority stake, Roxie is Molson Coors’ latest offering in the beyond beer space and builds on big swings like Simply Spiked Lemonade, Five Trail blended American whiskey and ZOA energy drink.