Coors has introduced a new look and taste for its flagship beer. The new taste responds to consumer feedback that has identified demand for a lighter tasting beer at an ABV of 4.5%.
Sales director John Holberry said: “Since the brand’s launch in 2003, it has always been our plan to drive the ‘Light’ part of the Coors brand. Based on current market conditions and consumer trends, now is the right time and we shall adopt the same Coors Light branding across all packaging.
“Today, lighter tasting lager has seen significant increase with the sector having grown by 9% since 2005. We’ve listened to both consumers and customers to capitalise on this new market trend and Coors Light is how we plan to do it.”
Coors Light will benefit from an pound;11m marketing investment during 2007 and 2008 including cinema and outdoor and there will be a distribution drive in the impulse channel targeting 3,000 independent retailers.
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