Fine Light gets lighter as Coors goes for distribution push

21 September, 2007

Coors has reformulated the recipe for its Fine Light Beer and is embarking on a distribution drive for the brand in the convenience sector.

The brewer said the new Coors had been produced after feedback from consumers that "identified a demand for an even lighter tasting beer at an abv of 4.5 per cent". The product has also been given a pack redesign to standardise the branding across all packaging types.

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. "

Coors Fine Light - which is brewed using a process that breaks down more starch in the beer - is being backed by an 11 million marketing budget over the rest of this year and next, which includes a new burst of TV advertising in October.

The distribution drive will target 3,000 independent retailers.




Bookmark this


Site Search

COMMENT

Faith in fakes

One of the most fascinating stories in wine, fit to stand alongside the Judgement of Paris, is that of Rudy Kurniawan, a man who managed to fool friends, auction houses and experts into believing they were drinking some of the world’s most expensive wines.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter