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Molson Coors brings Naked Life RTDs to US
Chicago-headquartered Molson Coors will launch Australia’s leading non-alcoholic ready-to-drink (RTD) brand, Naked Life, in the States.
Naked Life claims to be the ‘number one non-alc RTD cocktail company in Australia’ and will make its debut in the US in March 2025.
Kevin Nitz, vice-president of non-alcoholic beverages for Molson Coors, said: “Consumers want more than just an alternative. They want a sophisticated, great-tasting option that aligns with their lifestyle.
“Naked Life provides a high-quality non-alcoholic cocktail, delivering an experience of the best alc-based versions. After you taste Naked Life, I dare you to believe it’s not a full-strength cocktail.”
The brand makes classic cocktails and mixed drinks, but as non-alcoholic serves that maintain the same taste.
The brand has 15 expressions in its range and five will initially roll out in the US, including a Mojito, a Negroni Spritz, a Gin and Tonic, a Cosmo and a Margarita. Each expression has 10 calories per can and is made with natural sweeteners.
The Naked Life RTDs are designed to give the same experience of traditional cocktails, but as a ‘better for you’ option. For example, the Margarita is described as a ‘tart, citrusy and salty experience’ crafted with lime extract, while also featuring Tequila notes and ‘just the right amount of salt’ that’s ‘subtly top noted’ with a pot-distilled botanical blend.
On the brand’s position as a zero-ABV RTD, Naked Life founder David Andrew said: “The consumer market is shifting and is demanding more low- and no-alc options, but the availability of truly great-tasting alternatives has been slow to catch up.
“This partnership aligns perfectly with both companies’ goals to innovate and meet the evolving needs of today’s consumers, allowing us to rethink the beverage landscape for the future.”
According to a report by IWSR in December 2022, non-alcoholic RTDs in the US are predicted to grow by 18% in volume between 2022 and 2026.
Additionally, IWSR has highlighted the US as a market where non-alcoholic ‘spirits’ could grow by double digits from 2023-2027.
The RTD category itself is expected to grow to US$21.1 billion in value by 2027.
Molson Coors, perhaps more familiar as a brewer, has been expanding its spirits business over the last year, most recently purchasing Bourbon and rye whiskey producer Blue Run Spirits.
It made its first foray in spirits-based RTDs in 2021, with the distribution of Tequila-based canned cocktail Superbird.
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