. Enter “Roxie,” the company’s first-ever zero-proof canned cocktail sold exclusively online beginning Tuesday. Its arrival comes as Molson Coors broadens its portfolio beyond beer and expands into new growth categories that are sparking consumers’ interest, including canned cocktails and non-alcoholic beverages.
Roxie’s entrance comes as more consumers are buying non- and low-alcoholic beverages. Sales of that category rose 15% last year according to a report released Monday from IWSR Drinks Market Analysis. Brandy Rand, IWSR’s chief strategy officer, told CNN that she is “not surprised” that a traditional beer company is moving into this space.
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Cool! Candy beer for that 40 and under crowd.
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