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Molson Coors Beverage Company has unveiled Roxie, a zero-proof canned cocktail with 100% attitude and 0% alcohol. The new brand, developed in partnership with BrandOpus, is Molson’s first ever line of zero-proof cocktails and part of a wider strategic pivot to broaden its portfolio and cater to all drinkers.

Molson Coors’ own research had shown that consumers didn’t want a non-alcoholic version of an existing cocktail; something that would create the feeling of making a compromise. Instead, Roxie’s line-up of three different varieties – Ripe with Passionfruit, Forbidden Pineapple, and Lost in Mango – mirror a craft cocktail experience with complex flavour profiles.

The brand had to similarly reflect the need for no compromise and be true to Roxie’s promise of delivering 100% attitude with 0% alcohol. Roxie is bold and fierce – empowering drinkers to embrace any drinking occasion with ‘Zero Fox Given’ about choosing a zero-proof option. This is embodied by its brand symbol, the fox, which captures the independent and enigmatic personality of drinkers ready to forge their own path. A subtle twist in the fox symbol gives Roxie movement, whilst also acting as a nod to the stirring motion of a cocktail.

The fox tail graphic works flexibly across the entire brand world, enabling it to seamlessly build equity online. Teal, the lead colour, reflects a sophisticated cocktail occasion, whilst individual pops of colour on-can allude to the unusual flavour profiles within, brought to life with the wordmark – a bespoke piece of typography created by Alison Carmichael exclusively for Roxie. BrandOpus also collaborated with illustrator Nick Matej to craft a distinct set of cocktail illustrations which speak to the enjoyment of a drinking occasion, the Roxie way.