The non-alcoholic cocktail brand already commands nearly half of non-alcoholic RTD occasions in Australia. It has built up its success on high quality ingredients (including distilled botanicals to replicate the flavors of cocktails) and low-calorie content (5 calories per can). And above all, it replicates the cocktail experience in a convenient, non-alcoholic format.
Now, Molson Coors and Naked Life see the same trends playing out in the US as Australia and believe the canned cocktail can resonate with US audiences as strongly as in its native land.
Growth in non-alcoholic RTDs
Naked Life was founded in Australia by David Andrew in 2016, at the time a pioneer in the non-alcoholic, RTD cocktail category.
It’s since become the top brand of non-alcoholic cocktails in the country, according to Quantum and IRI data.
And the brand’s appeal extends beyond sober consumers: in fact, 83% of Naked Life drinkers also consume alcohol.
The drink is crafted with distilled botanicals, real extracts and layered flavor complexity.
The brand’s US launch comes as demand for non-alcoholic cocktails continues to grow. Volume of non-alcoholic, RTD cocktails grew 267% from 2023 to 2024, making it the fastest-growing segment in the no/low landscape.
And growth isn’t slowing: expected to grow another 27% over the next four years, far outpacing full-strength cocktails, according to IWSR.
Molson Coors looks beyond beer into non-alcoholic products
For Molson Coors, Naked Life becomes another key brand in its beyond beer portfolio.
Other big bets in that portfolio include energy drink ZOA (Molson Coors took a majority stake in the Dwayne ‘The Rock’ Johnson brand a year ago) and US partnership with UK mixer brand Fever-Tree (Molson Coors is leading the brand’s charge into the US).
“Naked Life leads Australia’s non-alcoholic RTD cocktail category by delivering premium taste and tapping into moderation trends,” explained Tracey Bien Schenck, senior director of marketing at Molson Coors.
“Those same dynamics are growing in the US, and we’re laying the groundwork through targeted marketing, sampling in key metros, and leaning into occasions like Dry January and Sober October - all supported by Molson Coors’ scale and distribution expertise.”
Molson Coors' beyond beer strategy
“At Molson Coors, we’re focused on driving occasions and showing up with the beverages consumers want - whether that’s beer, non-alc, energy, or other beyond-beer offerings,” explained Tracey Bien Schenck, senior director of marketing at Molson Coors.
“Naked Life strengthens our position in the “Beyond Beer” space, which includes alcohol-adjacent and alcohol-replacement products, and helps us deliver premium choices for mindful consumers while reinforcing our ambition to lead in emerging categories."
Molson Coors has led the US launch with Naked Life flavors that best resonate with US audiences: debuting with Mojito, Negroni Spritz, Gin and Tonic, Cosmo and Margarita.
“We launched in the US with cocktails that are already fan favorites here,” explained Bien Schenck. “Cocktails like the Margarita, Cosmo, Mojito, Gin and Tonic, and Negroni are some of the most ordered cocktails across the country.
“Leading with familiar, beloved flavors makes it easier for consumers to try non-alcoholic cocktails without sacrificing the taste or experience they expect. It gives us a strong foundation to build from as we expand the portfolio. Additionally, this mix of flavors spans across different cocktail spirit types (rum, gin, vodka, tequila, etc) driving higher reach.”
Naked Life made its US debut in July, available via DrinkNakedLife.com, Amazon, Total Wine and select West Michigan Meijer stores.
“The first few months have been extremely encouraging,” said Bien Schenck.
“We’re seeing strong consumer interest which reinforces the demand for high-quality non-alcoholic cocktails. Sampling efforts have reached almost half a million consumers, helping drive trial and awareness.
“Every flavor in the portfolio has earned multiple awards from top industry competitions, reinforcing the quality and taste that set Naked Life apart. These early wins confirm that trial and premium credentials are key to building momentum.”
