Molson Coors Jumps On the Dry January Trend With Craft Cocktail Line Roxie
by Rudy Sanchez on 01/12/2023 | 2 Minute Read
The start of the new year often motivates folks to look for ways to improve their mental and physical health. It could be simple resolutions like purging their social media of negative accounts, exercising more, or giving up drinking.
So-called “Dry January” has become a popular trend over the last few years, accompanied by new offerings focusing on the taste and experience of boozing without the sauce. The latest brand to serve up to those looking to stay dry this month is Roxie, a line of zero-alcohol craft cocktails made and sold by Molson Coors.
Roxie’s line of zero-alcohol cocktails includes three flavors, Ripe with Passionfruit, Forbidden Pineapple, and Lost in Mango. With branding and packaging designed by BrandOpus, each flavor comes in slim, 12oz cans with a soothing dark background on the label with the Roxie logo and wordmark on the front.
The logo is dark blue and reminiscent of a flying bird or phoenix, a nod perhaps to being free from intoxication. The wordmark is casual and playful, reinforcing Roxie’s proposition of being a party beverage alternative to conventional cocktails. Secondary colors are subtle and create a balance between the fun logo and the rest of the can design. The packaging brings just enough attention to the core features of craft flavors and no alcohol without giving the impression that it’s missing something vital to the “drinking” experience.
“Roxie is the brand that empowers people to be a part of the moment, celebrating the choice to drink and not drink alcohol,” Jamie Wideman, VP of innovation at Molson Coors Beverage Company, said via press release. “That's where Roxie shines. It packs layers of flavorful complexity, delivering a line of zero-proof cocktails built for those who want to moderate their drinking, abstain or simply sip on something fantastic.”
The new line of no-alcohol cocktails is the latest experiment in non-traditional canned beverages for Molson Coors and follows the company’s exit from the cannabis-infused drinks business.
Since Roxie contains no alcohol, it is available nationwide direct for order at DrinkRoxie.com.
Images courtesy of Molson Coors and Brand Opus.
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