“We focused too much on Rocky Mountain lifestyle” – Molson Coors moves to stabilise Coors Light | Beverage Industry News

Coors Light is the subject of a new US activation, aimed at 21-to-34-year-old consumers

Coors Light is the subject of a new US activation, aimed at 21-to-34-year-old consumers

The CEO of MillerCoors has detailed plans to revitalise the Coors Light lager brand in the US.

Speaking to analysts following yesterday’s Q3 results announcement, Gavin Hattersley admitted that MillerCoors, which handles Molson Coor’s US operations, had previously “focused too much on Rocky Mountain lifestyle and not enough on what makes Coors Light unique as the world’s most refreshing beer”. Coors Light is most successful sales-wise when the brand is “laser-focused” on its messaging, Hattersley claimed.

The admission comes as the light beer segment has struggled in the US. In May, MillerCoors posted a 4% decline in US volumes in the first quarter, with the ‘premium light’ segment taking the blame for the performance.

Earlier this week, Hattersley highlighted a new digital campaign for Coors Light, aimed at 21-to-34-year-old consumers. “We think we have a whole generation of drinkers that don’t know about our cold-activated packaging,” he said. “We want … them … to … understand that Coors Light is the world’s most refreshing beer.”

In the last two four-week periods, Hattersley noted, sales of Coors Light in the US were “stabilised and flat from a segment share in ‘premium light'”.

Earlier this year, Molson Coors withdrew the Two Hats brands in the US in an effort to concentrate more on Coors Light.

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