In creating its first booze-free cocktail in a can, Molson Coors requested customers what they needed in a temperance-minded drink and, extra particularly, what they didn’t need.
The reply—no virgin margaritas or faux-gronis, please—led to Roxie, a line of ready-to-drink cocktail alternate options developed with seasoned mixologists and launched to coincide with the annual Dry January moderation motion.
The liquor large, house to a raft of well-known manufacturers together with Miller Lite, Molson Canadian and Vizzy Exhausting Seltzer, goals to carve out its personal lane within the fast-growing non-alcoholic area, in line with Jamie Wideman, vice chairman of innovation at Molson Coors Beverage Co.
