SAN ANTONIO – On stage for Molson Coors’ annual distributor conference, vice president of non-alc beverages, Kevin Nitz, reiterated the company’s goal to premiumize its portfolio and become a full-fledged beverage business.
He then announced the latest addition to the company’s portfolio to do just that: Naked Life.
“Naked Life provides a simple true-to-cocktail alternative, with a taste that calls back to the alc-based versions,” said Nitz. “After you taste Naked Life, I dare you to believe it’s not a full-strength cocktail.”
As the No. 1 non-alc RTD in its home market of Australia according to Quantum and IRI, Naked Life is one of the biggest success stories in the global non-alc RTD category.
Starting in 2025, Molson Coors will bring five Naked Life cocktail flavors to the U.S., including gin and tonic, mojito, negroni spritz, cosmo and margarita. They will be online and in stores by March.
Non-Alc is Big Business
Nitz noted considerable growth in the full-strength RTD category and pointed to even more in the non-alcoholic RTD category, which is up nearly 70% in the U.S. over the past year.
“Opportunity is all around us in non-alc,” said Nitz. “And alcohol alternative options are big business.”
David Andrew, founder of Naked Life, believes Molson Coors is the right company to bring the brand to the U.S. market.
"We're thrilled to join forces with Molson Coors," says Andrew. "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."
Crafting a better-for-you beverage
Andrew says he created Naked Life to help people celebrate with a beverage that doesn’t just provide an alternative to alcohol but provides an elevated experience.
“We were fortunate to focus on perfecting every aspect—taste, appearance, and quality—because consumers were demanding more than just an alternative,” says Andrew. “They wanted a sophisticated, great-tasting option that also aligned with their desire for wellness.”
Naked Life cocktails are also less than 10 calories per can and sugar-free thanks to natural sweeteners.
For Nitz, Naked Life is another signal that Molson Coors is serious about its long-term goal to expand in non-alc.
“We’re committed to non-alc, and we’re staying committed,” said Nitz. “And unlike many competitors in the space, Naked Life tastes fantastic.”