Molson Coors Enters Non-Alcoholic Beer Market With Amazon.ca Launch

Beer is one of the most popular alcoholic beverages among consumers during events, social gatherings or when they’re just watching the game. However, it looks like beer manufacturers now have their eyes on designated drivers, consumers who are cutting down on alcohol consumption and those who just don’t drink at all. This is why Molson Coors Canada is joining many other beer companies with the launch of their new non-alcoholic beer product, Coors Edge, on Amazon.ca.

The Canadian alcohol company is now the only brand on Amazon.ca that is selling a non-alcoholic golden lager. According to the company, Coors Edge is a premium product that is double brewed to create a refreshing yet classic Coors taste with just 45 calories per can. Canadian consumers can purchase Coors Edge on Amazon in six and 12 packs of 355 ml cans. In a release, the company described their new product as an “excellent option for those seeking moderation and control.”

“Now more than ever, we all seek options but not at the expense of convenience – this new offering sits at the intersection of those consumer demands: a spot for delicious, non-alcoholic beer in your Amazon shopping cart, ordered from the comfort of wherever-you-are,” said Tonia Coletta, senior manager of e-commerce and digital at Molson Coors. “We’re excited to be at the forefront as the first non-alcoholic beer offering in Canada on Amazon at a time of increased demand for low and non-alcoholic beer.”

The launch seems to come just in time as the global consumption of alcohol is decreasing. For the first time in 15 years, a global decline in alcohol consumption was noted in 2015 when consumption dropped by 0.7 percent. Although this number seems small, at a global scale this reduction in alcohol consumption is equivalent to 1.7 billion liters of alcohol not being consumed. Although Euromonitor, who conducted this research, claims that this decline is due to economic factors, it can also be attributed to the growing health and nutrition trend that suggests that alcohol is bad for the body.

Nevertheless, alcohol manufacturers weren’t going to wait for the decline to become more significant before launching an action plan. This is why major beer companies such as Heineken, Budweiser and Diageo have also introduced non-alcoholic beer products.

According to Mintel research, consumers are starting to incorporate non-alcoholic beer into their lifestyles. The research firm found that 33 percent of Spaniards and 23 percent Germans are already starting to drink it on occasion. Additionally, market research firm, Global Market Insights, projects the global non-alcoholic beer market to surpass $25 billion in value by 2024.

As consumers continue to demand healthier food and beverage options it is likely that the non-alcoholic beer industry will continue to grow.