Molson Coors Beverage Co. announced the release of Roxie, a zero-proof canned cocktail jumping onto the scene and straight to your doorstep just in time for Dry January, it says.
The launch of Roxie is Molson Coors’ latest venture in the beyond beer space and marks its first-ever direct-to-consumer (DTC) line of zero-proof cocktails.
Inspired by craft cocktails with a twist, Roxie is packed with flavor, a hint of intrigue, and a whole lot of attitude — without the booze, the company says.
“Roxie is the brand that empowers people to be a part of the moment, celebrating the choice to drink and not drink alcohol,” said Jamie Wideman, vice president of innovation at Molson Coors Beverage Co., in a statement. “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.”
Roxie comes in three premium crafted flavors — Ripe with Passionfruit, Forbidden Pineapple and Lost in Mango — meant to be enjoyed straight from the can, on the rocks, or if you want to be fancy, dressed up with your favorite garnish, it says.
Now available direct-to-consumer, Roxie can be purchased online at drinkroxie.com in a 12-pack variety pack, as well as single-flavor four-packs.