Coors has launched new glassware for its on-trade customers as part of the brand’s multi-million-pound rebrand. The new glasses include thermochromic ink that will turn blue when the beer is perfectly cooled.
Brand owners Molson Coors Beverage Company will be delivering the new glassware to 18,000 customers, supported by POS material.
The new glasses feature a unique mountain embossment and design showcasing the beer’s Rocky Mountains heritage and mountain-cold refreshment, and to highlight this the glasses hero the brand’s iconic thermochromic ink cold beer indicator so that, when the mountain icon goes blue, customers know their beer is as cold as the Rockies.
It is the latest step in a multi-million pound rebrand from Coors Light to Coors which will see Coors’ on-trade customers also receive brand new point-of-sale (POS) kits and plaques, alongside the glassware, to boost visibility at the bar. The new dispense plaque features a 3D design showing a hologram-like Coors logo and mountain icon.
Jo Huergo, marketing controller for Coors, said, “This isn’t only about a design update, the new glassware is part of our work to cement Coors as the UK’s most prominent 4% beer, capitalising on our recent rebrand and becoming a top-five lager in the UK on-trade.
“We road-tested the glasses extensively and our research showed around 90% of people either liked or loved the new designs so we know they’re going to be a hit with consumers. 2021 marks a big chapter for Coors –refreshed branding, new glassware and significant investment have kickstarted our next phase of growth.”
The glasses will also be available direct to consumers through Molson Coors own e-commerce site Revl.
