Dive Brief:
- Coors Light is introducing its first nonalcoholic offering as owner Molson Coors continues to grow its portfolio beyond beer.
- Coors 0.0% is a zero ABV beer debuting in select Northeastern markets this May, with a nationwide rollout planned for 2027.
- The launch joins Molson Coors’ nonalcoholic beer line up, including Blue Moon Non-Alcoholic, Peroni 0.0 and Coors Edge.
Dive Insight:
Molson Coors has been quickly growing its nonalcoholic portfolio to keep up with changes in alcohol consumption, with more consumers leaning toward premium brews or spirit-based drinks.
Molson Coors has seen success with its existing nonalcoholic options. The nonalcoholic Blue Moon brand is growing 25%, CEO Rahul Goyal said at CAGNY earlier this year.
In addition to creating nonalcoholic versions of its classic beers, the Coors Light owner has diversified with other drinks, including energy drinks and cocktail mixers. It also moved into the RTD cocktail space this year with the purchase of Monaco Cocktails.
Other beer makers, including Heineken and Modelo, have tapped into consumers’ desire to drink less with nonalcoholic options of their classic brews.
