Miller Coors Launches Line of Canned Non-Alc Cocktails

Roxie is inspired by craft cocktails and sold directly to U.S. 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.

“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.