In another first for the company, Roxie is launching exclusively as a direct-to-consumer brand, a strategy meant to provide the opportunity to communicate with consumers directly, and account for Roxie’s relative lack of scale, Jamie Wideman, Molson Coors’ VP of innovation, wrote in a blog post announcing the launch.
“Using online and social platforms allows us to hear consumer feedback and innovate off that feedback quickly,” Wideman said.
Other brands in the alcohol-free canned cocktail category include Recess and Kul Mocks.
In 2022, 35% of adult drinkers stayed away from alcohol for the entire month of January, up from 21% in 2021, according to Nielsen CGA data cited by Molson Coors in the blog post. And the non-alcoholic beverage category is poised to grow by 27.6% among 21-to-24-year-olds by 2025, based on data from beverage industry analysis firm IWSR, according to the brewer.
Molson Coors is separately preparing the launch an alcohol-free version of its Peroni beer, Peroni Nastro Azzurro 0.0.
from Digital Marketing Education https://ift.tt/oVxXnZ2
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