HEINEKEN Ireland, one of Ireland’s largest brewers, has revealed an exciting rebrand for Coors Light. From March 2021, Coors Light will be known as Coors in a leadership move designed to drive ongoing growth in the dynamic American-style light tasting beer category.
Coors is renowned for its ‘Peak of Refreshment’ and this brand promise will be brought to life through a refreshing new look that will aim to take the lager to new heights in Ireland.
The brand refresh will build on the success of the “Keep it Fresh” campaign, which celebrates the brand’s Rocky Mountain heritage. Consumer research shows that with its new design, Coors has increased stand out, distinctiveness and overall brand appeal. The transition will underline the brand’s mountain cold, refreshing taste and see an extensive programme of investment to support continued growth with new packaging and point-of-sale material to help drive sales.
A full-strength, 4.3% ABV, American style lager with a refreshing crisp flavour, Coors is one of Ireland’s best-selling and fastest growing lagers, having grown by 50% in the 5 years to 2019. As well as its commitment to offering customers top quality and great tasting refreshment, HEINEKEN Ireland is always innovating across categories to offer consumers excellent choice for all occasions.
Commenting on the brand refresh, Marketing Director of HEINEKEN Ireland Wojciech Bogusz, said;
‘Coors has skyrocketed in popularity in recent years and is now Ireland’s 2nd largest lager brand, known for being a great tasting beer that always delivers on refreshment. The rebrand will bring clarity to consumers as to what Coors stands for and comes as part of an ambitious plan, which sees us amplify the brand’s “Keep It Fresh” positioning which is a clear point of difference for consumers.’