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In creating its first booze-free cocktail in a can, Molson Coors asked consumers what they wanted in a temperance-minded drink and, more specifically, what they did not want.
The answer—no virgin margaritas or faux-gronis, please—led to Roxie, a line of ready-to-drink cocktail alternatives developed with seasoned mixologists and launched to coincide with the annual Dry January moderation movement.
The liquor giant, home to a raft of well-known brands including Miller Lite, Molson Canadian and Vizzy Hard Seltzer, aims to carve out its own lane in the fast-growing non-alcoholic space, according to Jamie Wideman, vice president of innovation at Molson Coors Beverage Co.
“We went pretty deep into the conversations and consumers told us, ‘I don’t want a fake cocktail—I want something different,’” Wideman told Adweek.
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