Molson Coors To Roll Out Non-Alcoholic Beverages

By Dayeeta Das
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Molson Coors To Roll Out Non-Alcoholic Beverages

Molson Coors has announced plans to introduce a new range of non-alcoholic beverages in partnership with L.A. Libations.

The move is part of the company’s efforts to expand its product portfolio to the non-alcoholic drinks category.

'Breakthrough Brands'

Pete Marino, president of emerging growth for Molson Coors Beverage Company, said, “This is just the start of our entrance to the marketplace with breakthrough brands, and we couldn’t have a better partner to embark on this journey with than LA Libations.”

The first product, scheduled to launch this September in California, is HUZZAH - a full-flavoured seltzer with added probiotics.

It is a shelf-stable beverage containing three grams or less of sugar per 12 oz can.


The beverage will be rolled out online at and select retailers in SoCal in three flavours: strawberry and hibiscus, juicy pear, and raspberry and lemon, Molson Coors added.

HUZZAH will be the first non-alcoholic product offered by Molson Coors since it acquired a long-term minority stake in L.A. Libations in November of 2019.

Other Products

The beverage giant also plans to introduce MadVine, a 100% plant-based, diet soda with no calories, sugar and artificial ingredients.

MadVine will be available in three flavors: Clean Cola, Yuzu Lemon-Up, and Dr. Stepper.


Also in the pipeline is Golden Wing, a cutting-edge, grain-based milk alternative packed with proteins and nutrients.

It is made with top-quality barley and is free of additives, stabilisers or frothing agents.

The fourth product is a ‘yet-to-be-announced’ nootropic performance beverage that provides enhanced focus, nutrition, and improved performance without the jitters associated with high-caffeinated drinks, the beverage giant added.

'Health, Wellness And Social Responsibility'

Danny Stepper, CEO and co-founder of L.A. Libations, said, "These four brand launches are fuelled by our dedication to health, wellness and social responsibility.


“With a keen eye on where the consumer is headed, in partnership with our key retail partners, we could not be more excited to launch these new innovative brands alongside our partner Molson Coors. These brands will give consumers an opportunity to taste tomorrow, today.”

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.

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