Molson Coors Jumps On the Dry January Trend With Craft Cocktail Line Roxie

The begin of the brand new 12 months typically motivates people to search for methods to enhance their psychological and bodily well being. It may very well be easy resolutions like purging their social media of adverse accounts, exercising extra, or giving up ingesting.

So-called “Dry January” has develop into a well-liked development over the previous couple of years, accompanied by new choices specializing in the style and expertise of boozing with out the sauce. The newest model to serve as much as these seeking to keep dry this month is Roxie, a line of zero-alcohol craft cocktails made and offered by Molson Coors.

Roxie’s line of zero-alcohol cocktails contains three flavors, Ripe with Passionfruit, Forbidden Pineapple, and Lost in Mango. With branding and packaging designed by BrandOpus, every taste is available in slim, 12oz cans with a soothing darkish background on the label with the Roxie brand and wordmark on the entrance. 

The brand is darkish blue and harking back to a flying chook or phoenix, a nod maybe to being free from intoxication. The wordmark is informal and playful, reinforcing Roxie’s proposition of being a party beverage various to standard cocktails. Secondary colours are refined and create a steadiness between the enjoyable brand and the remainder of the can design. The packaging brings simply sufficient consideration to the core options of craft flavors and no alcohol with out giving the impression that it’s lacking one thing important to the “ingesting” expertise.

“Roxie is the model that empowers individuals to be part of the second, celebrating the selection to drink and never drink alcohol,” Jamie Wideman, VP of innovation at Molson Coors Beverage Company, mentioned through press release. “That’s the place Roxie shines. It packs layers of flavorful complexity, delivering a line of zero-proof cocktails constructed for individuals who wish to average their ingesting, abstain or just sip on one thing implausible.”

The new line of no-alcohol cocktails is the newest experiment in non-traditional canned drinks for Molson Coors and follows the corporate’s exit from the cannabis-infused drinks enterprise.

Since Roxie accommodates no alcohol, it’s accessible nationwide direct for order at

Images courtesy of Molson Coors.



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