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  5. > Coors Light Summer Brew: Leveraging a successful seasonal limited edition

Introduction

Launched in 2014, Coors Light Summer Brew was the brand’s first-ever seasonal extension, incorporating a new summer-themed packaging design that reinforced the product’s refreshing qualities. After strong seasonal sales the radler-inspired beer, which is infused with a blend of natural citrus flavors, returned in 2015 as Coors Light Citrus Radler.

Features and benefits

* Understand Coors Light Summer Brew as a product and how it is positioned.
* Learn about how product and packaging innovation are combining to revive the Coors Light brand.
* Analyze the popularity of Radler drinks and the reasons driving this

Highlights

The Coors Light brand is important to MillerCoors’ success, but its performance has wavered in the challenging US premium lights segment. Radler-inspired beers were popular elsewhere and neatly reinforced Coors Light’s brand equity in "Rocky Mountain cold refreshment." Also, seasonally relevant brand extensions add credibility to new flavors.
The renaming of the beer reflects our view that a common reference point for radler-inspired drinks is good for the industry – ideally using the radler term itself.
Brewers are likely to continue leveraging the reassurance of trusted brands with gender neutral, radler-themed extensions. Also, important innovation will emerge from US craft radlers to further enhance the format’s popularity.

Your key questions answered

* What is Coors Light Summer Brew?
* What is its target market?
* How is Coors Light Summer Brew helping to revive the Coors Light brand?
* Are Radler drinks here to stay?

Table Of Contents

Coors Light Summer Brew: Leveraging a successful seasonal limited edition
OVERVIEW
Catalyst
Summary
COORS LIGHT SUMMER BREW'S SUCCESS PAVED THE WAY FOR 2015'S CITRUS RADLER
A radler-inspired citrus flavored seasonal beer that aimed to "up the refreshment factor"
Summer Brew's strong sales performance provided impetus for a brand update in 2015
PRODUCT AND PACKAGING INNOVATION COMBINE TO REVIVE THE COORS LIGHT BRAND
Reviving a slumping brand by engaging legal drinking age millennials around seasonally relevant "premium lights"
Radler is a lightweight and highly refreshing recipe for mixing beer with natural fruit flavors
Coors Light Summer Brew tapped factors associated with summer drinking and drinkers' propensity in experimentation
Smaller packs are apt for made-for-summer beverages
A radler-themed SKU enabled MillerCoors to more effectively jostle for market share with competing brewers
RADLER-THEMED EXTENSIONS ARE HERE TO STAY
Perpetuating a consistent radler moniker
Expect to see more brewers to leverage the reassurance of a trusted brand with a gender neutral, radler themed extension
Craft radlers will further enhance the format's popularity and drive flavor innovation
CONCLUSIONS
Radler-themed drinks segment set for growth and increased competition
APPENDIX
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ref:plp2015

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