Molson Coors Beverage Company announced its latest innovation drop: Roxie, its first line of zero-proof canned cocktails

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.

“Roxie is for those who want to moderate their drinking, abstain or simply sip on something fantastic,” says Jamie Wideman, Molson Coors’ vice president of innovation. “Roxie drinkers can feel like they belong at the party while drinking something complex and delicious out of the can, on the rocks or dressed up with their favorite garnish.”

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 12-ounce serving.

“They are familiar flavors with little surprises. You really experience the layers,” Wideman says. “Roxie is inspired by flavors like spices, cardamon and lemongrass to add complexity and intrigue and delivers a true craft cocktail experience.”

To get the flavor combinations right, Molson Coors worked with experts, asking bartenders and mixologists what was needed to make a memorable beverage. The result, Wideman says, is a recognizable experience but with added depth that’s often absent in zero-proof cocktails.

“We wanted to provide an experience that felt very much like you were having a real cocktail, just without the booze,” Wideman says.

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.

“As we think about our innovation approach in general, we’re going to have ideas that are big and ready to scale. We’re also going to have initiatives that are at the forefront of growing categories and emerging spaces that need time to be nurtured,” Wideman says. “That’s where Roxie comes in.”

Although Wideman envisions a day when Roxie is sold through traditional retail channels, Molson Coors opted to launch the new brand direct to consumers only — a first for Molson Coors. The decision, she says, provides an opportunity to market to and communicate with consumers directly online.

“Using online and social platforms allows us to hear consumer feedback and innovate off that feedback quickly,” Wideman says.

For Molson Coors, having a non-alc cocktail in the mix opens another occasion.

“It’s important to have a portfolio that brings every consumer to the table,” Wideman says. “With Roxie, we’re doing that.”