Seizing on the growing interest in non-alcoholic adult beverages, Molson Coors is introducing a canned cocktail line called Roxie. But don’t look for it in bars quite yet.
The brand, inspired by craft cocktails, is aimed at 21-to-34-year-old consumers looking for non-alcoholic options during “Dry January” and throughout the year. Roxie, which contains no alcohol, has 90 calories per 12-ounce serving.
The zero-proof drink comes in three varieties—Lost In The Mango (described as 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 marks the first time Molson Coors would build a brand fully in-house, a company spokeswoman said. Molson Coors will also collaborate with LA Libations, the beverage incubator Molson Coors holds a stake in, “so they’ll be partnering with us on some of the marketing along with their agency, Red Antler.”