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Molson Coors is tapping into the “mocktail” craze with the help of a trendy Australian brand.
The beer giant has announced a strategic partnership with Naked Life, which sells non-alcoholic canned cocktails in Australia, with plans to launch the drinks in the US market in March.
Naked Life boasts a healthier profile than other cocktails. The non-alcoholic drink contains 10 calories per can and is made with plant-based and natural sweeteners. Molson Coors will distribute five sparkling non-alcoholic cocktails: Mojito, Negroni Spritz, Gin & Tonic, Cosmo and Margarita.
“Consumers want more than just an alternative. They want sophisticated, delicious options that fit their lifestyles,” Kevin Neitz, vice president of non-alcoholic beverages at Molson Coors, said in a statement. “Naked Life offers high-quality non-alcoholic cocktails that allow them to experience the best alcohol-based version of themselves.”
The brewery says the Naked Life is the best-selling non-alcoholic cocktail in its native Australia.
Molson Coors said the move was part of its multi-year “Beyond Beer” plan to premiumize its portfolio. Below CEO Gavin Hattersley owns high-quality brands across the drinks industry.
Naked Life’s move also comes amid sluggish demand for its best-known beverage, beer. The maker of Blue Moon and Coors Light reported in August that net sales were down 1.5% year-over-year and branded sales were down 7.3%. In the announcement, Hattersley hinted that a non-alcoholic beer product would be launched soon.
Earlier this year, Molson Coors launched a non-carbonated ready-to-drink cocktail called Happy Thursday, aimed at Gen Z.
The non-alcoholic beverage market has grown rapidly, especially as Generation Z consumers drink less alcohol than previous generations.
Brands like Mingle Mocktails, Free AF, and Ghia’s Le Spritz are some of the products that are carving out a niche in the non-alcoholic beverage market. According to Grand View Research, the mocktails market was valued at $8.2 billion last year and is expected to grow at a CAGR of 5.7% through 2030.
