Molson Coors to bring Aussie non-alc RTD cocktail brand, Naked Life, to the US

Molson Coors wants to make the most of the booming non-alcoholic RTD category, which is up nearly 70% over the past year in the US.

Melbourne-based Naked Life provides a ‘better-for-you’ non-alcoholic cocktail, with less than 10 calories per can and using natural sweeteners (stevia, erythritol and monk fruit). The drinks come in at under 0.5% ABV.

Molson Coors will launch Naked Life in the U.S online and in select retail locations starting March 2025.

While best known for its power beer brands (including Coors Light, Miller Light, Staropramen and Blue Moon), Molson Coors is going beyond beer – even changing its name from Molson Coors Brewing Company to Molson Coors Beverage Company.

That includes flavored beverages like Vizzy Hard Seltzer, spirits like Five Trail whiskey and non-alcoholic beverages like ZOA Energy.

While Molson Coors has been looking beyond alcohol, its main efforts have been in categories beyond the alcohol occasions such as energy drinks, coffee and CBD (although not all of these have played out in the way the company had hoped​), rather than in alcohol alternatives.

To date, its alcohol-alternative drinks have primarily been in alcohol-free versions of flagship beer brands (such as Coors Edge non-alcoholic, Peroni 0.0 Blue Moon Belgian White non-alcoholic).

But Naked Life could help it hit the sweet spot of opportunities in two key growth areas: canned cocktails and non-alcoholic alternatives.