Molson Coors to Release New Non-Alcohol Drinks

Plant-based soda, flavored seltzer among new beverages created with L.A. Libations
Non alcoholic molson coors
Photograph courtesy of Molson Coors Beverage Co.

CHICAGO — Whether it’s with CBD and cannabis products, non-alcohol beverages, wines or spirits, Molson Coors Beverage Co. is seeking growth opportunities beyond the beer aisle.

MadVine, Golden Wing and Huzzah are three of four non-alcohol products the Chicago-based brewer recently created with L.A. Libations, an El Segundo, Calif.-based drink company Molson Coors acquired a stake in nearly a year ago.

“We’re following through on our promise to seek out new opportunities beyond beer, and we’ll continue to innovate and move into new spaces as it’s an important part of our long-term strategy,” said Pete Marino, president of emerging growth for Molson Coors. “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 L.A. Libations.”

Huzzah launched in September in select retailers in Southern California and at The flavored seltzer has added probiotics to support a healthy gut and contains 3 grams or less of sugar and 15 or less calories per 12-ounce can. Huzzah is a shelf stable beverage and comes in Strawberry & Hibiscus, Juicy Pear and Raspberry & Lemon flavors.

Future innovations include MadVine, Golden Wing and a yet-to-be announcement nootropic performance beverage.

MadVine is a plant-based, diet soda with zero calories, zero sugar and zero artificial ingredients. It is infused with monk fruit and other ingredients like bourbon vanilla, yuzu lemon and black cherry. MadVine will launch in three flavors: Clean Cola, Yuzu Lemon-Up and Dr. Stepper.

Golden Wing is a grain-based milk alternative that’s packed with proteins and nutrients and made with a top-quality barely, according to Molson Coors. It has no additives, stabilizers or frothing agents.

“Each of these beverages micro-targets a group and problem-solves a very specific challenge that maybe hasn’t been looked at before,” said Adam Louras, vice president of operations and product development at L.A. Libations.

Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.


Exclusive Content

Snacks & Candy

What Convenience-Store Consumers Are Craving in Candy, Snacks

Unwrapping the latest treats and trends from the Sweets & Snacks Expo

Snacks & Candy

Convenience-Store Shoppers Are Sweet on Private-Label Candy

How 7-Eleven, Love’s are jumping on confection trends


More from our partners