Molson Coors Beverage Company will rebrand Coors Light to Coors from March 2021 as part of a multimillion-pound investment in the UK to drive ongoing growth in the premium 4% beer category. It will be supported by new packaging and point-of-sale material for licensees, along with new glassware and dispense assets introduced into every outlet by the end of 2021.
The move will also provide a platform to expand the Coors family in the UK, with the launch of new products including Coors Original next year.
The multimillion-pound investment will build on the success of the “Keep it Fresh” campaign, which celebrates the brand’s Rocky Mountain heritage.
Sophie Jamieson, Marketing Controller for the Coors Family of Brands at Molson Coors said, “Having reflected on the unique strengths of the brand, we saw an opportunity to maximise its potential. Our testing has shown that consumers love the new branding, finding it more distinctive and appealing, and by changing to simply ‘Coors’ we can build further momentum in the premium 4% beer category, while continuing to champion our refreshing great taste which is a clear point of difference for consumers.
“It also gives us the opportunity to introduce some incredibly exciting new products from the Coors family, starting with Coors Original later in the year. Our ambition is not only to propel Coors into the UK’s Top 5 beers, which is why we’ve put significant spend behind the brand, but also to continue to scale our presence and expand our portfolio throughout what looks to be a very exciting year in 2021.”