Molson Coors introduces ready-to-drink zero-proof beverages in three varieties
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.