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Coors Light Summer Brew: Leveraging a successful seasonal limited edition

  • December 2015
  • -
  • MarketLine
  • -
  • 18 pages

Summary

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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?

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