Coors is delaying a £19m return of its light beer offering for fear that it will be attacked by aggressive pricing this Christmas.
Originally launched on test in Scotland four years ago, Coors Light will be rebranded as Coors Fine Light Beer and make its UK off-trade debut in January.
It will be available in pubs and bars from next month.
The brewer admitted it had deliberately avoided seeking listings this side of Christmas because of potential pricing issues. Kevin Brownsey, Coors off-trade sales director, said: “We don’t want to bring out a premium brand at a time when there’s pressure to discount. There is no intention of selling it at a knock-down price.”
A £50m budget has been set
aside to promote the brand over the next five years, fronted by TV and poster advertising. Focusing on the beer’s lighter taste, the ads, which break early next year, will carry the tag ‘Epic Refreshment’ and emphasise that it is not a diet beer.
Acknowledging that the ‘light’ term had previously confused drinkers, Coors director of marketing, David Preston, said: “There have undoubtedly been big challenges in making it work. The ‘light’ word has deflected from the product and the new name is an active decision to overcome the issue.”
But one buyer warned: “Consumers will not understand the name because in every other category ‘light’ means low-calorie.”
Despite issues surrounding the use of the word ‘light’, Coors’ US owner is determined it stays in the brand’s name to ensure it has a consistent worldwide identity. The beer will be a premium 5% abv - 0.5% higher than the original version of the brew - in a bid to overcome the misconception that ‘light’ means low in alcohol.
Rosie Davenport
Originally launched on test in Scotland four years ago, Coors Light will be rebranded as Coors Fine Light Beer and make its UK off-trade debut in January.
It will be available in pubs and bars from next month.
The brewer admitted it had deliberately avoided seeking listings this side of Christmas because of potential pricing issues. Kevin Brownsey, Coors off-trade sales director, said: “We don’t want to bring out a premium brand at a time when there’s pressure to discount. There is no intention of selling it at a knock-down price.”
A £50m budget has been set
aside to promote the brand over the next five years, fronted by TV and poster advertising. Focusing on the beer’s lighter taste, the ads, which break early next year, will carry the tag ‘Epic Refreshment’ and emphasise that it is not a diet beer.
Acknowledging that the ‘light’ term had previously confused drinkers, Coors director of marketing, David Preston, said: “There have undoubtedly been big challenges in making it work. The ‘light’ word has deflected from the product and the new name is an active decision to overcome the issue.”
But one buyer warned: “Consumers will not understand the name because in every other category ‘light’ means low-calorie.”
Despite issues surrounding the use of the word ‘light’, Coors’ US owner is determined it stays in the brand’s name to ensure it has a consistent worldwide identity. The beer will be a premium 5% abv - 0.5% higher than the original version of the brew - in a bid to overcome the misconception that ‘light’ means low in alcohol.
Rosie Davenport
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