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.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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