Molson Coors has revealed ambitions to make Coors Light a top 10 UK beer brand.
The brewer said wider distribution and increased penetration had helped sales almost double year-on-year, rising 85.5% to £33.4m on volume sales up 88% [Nielsen 52 w/e 27 April 2013]. Strong gains had been made in grocery and impulse and the brand would get “substantial” backing, it said.
Coors Light is currently 16th in the list of top UK beer brands [Nielsen].
The brand has been supported by the Closest to Cold ad campaign featuring Jean Claude Van Damme, and in March introduced cold-activated packs that display ‘Cold’ and ‘Damme Cold’ as the product gets colder.