For a very long time, the soft drink giant and the alcoholic beverage giant stayed in their respective lanes.PepsiCo (PEPs) – Get Free Report and coca cola (teeth) – Get Free Report I expanded to water, juice, iced tea, energy drinks, and packaged coffee, but stayed away from alcohol.
The same was true in the other direction, with major beer and liquor brands largely avoiding the non-alcoholic market, save to dabble in zero-proof beers. Blurred, you can blame the ready-to-drink (RTD) market and hard seltzer.
Think of RTDs as “cocktails in a can.” This is a beverage that allows you to freely create classic (and not-so-classic) bar drinks without the need to mix.Hard seltzer, of course, is all the rage with every company wanting a piece of it, and Coke ended up partnering with Molson Coors (Tap) – Get Free Report For the line of Topo Chico hard seltzer.
Following Pepsi, it collaborates with seltzer leader Boston Beer (Sam) – Get Free Report Make a boozy version of Mountain Dew. Coca-Cola has also entered his RTD space in collaboration with Brown-Forman. (BFAs) Offers canned rum and cola. This was an incredibly bold step for the brand, as offering Topo his Chico for adults is one thing, and adding a Coke brand to an alcoholic beverage is one thing.
Coca-Cola and Pepsi are working with partners in the alcohol sector, but Molson Coors is making big moves of its own that pose a threat to Coca-Cola and Pepsi.
Molson Coors makes big move to non-alcoholic
Non-alcoholic cocktails are a bit of a treat. People want to try interesting flavors but don’t want to drink alcohol. This trend has led to Dry January, an effort to get people to stop drinking for a month (which may be a good idea for some after the coronavirus-related rise).
Now, Molson Coors hopes to capitalize on that market and offer an alternative to soda and other Coke and Pepsi products by introducing Roxy, a zero-proof canned cocktail.
“Inspired by craft cocktails with a twist, Roxy is packed with flavor, a hint of intrigue and a sober attitude. The launch of Roxy is the latest venture in Molson Coors Beyond Beer Space. And this is their first-ever line of zero-proof consumer cocktails,” the company shared in a press release.
Consumers may actually want non-alcoholic cocktails
Molson Coors is trying to jump on the trend. The company said recent data from her IWSR, a leading analyst in the beverage industry, showed that the non-alcoholic beverage category is expected to grow 27.6% between the ages of 21 and 25. I’m here.
But just because you don’t want to drink doesn’t mean you don’t want to go out and experience bars and cocktails.
“Roxy is a brand that celebrates drinking choices and empowers people to participate in the moment. When Jamie Weidman, vice president of Molson Coors, said, “What makes Roxy shine is that it packs layers of flavorful complexity and is made for those who want to moderate their drinking, stay sober, or just drink great. We are about to offer a line of zero-proof cocktails…”
The new drink comes in 3 flavors (silly description attributed to the company).
- ripening with passion fruit: Bold and zesty, with a rich aroma of passion fruit… almost vulgar.
- forbidden pineapple: Indulge in juicy, tangy, lively flavors and dare to go there.
- lost in mango: Rich and aromatic with a full-bodied finish and a touch of curiosity.
The new line will be sold online exclusively at drinkoxie.com, at least for now. Each flavor is available in packs of 4 or 12.
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