Beverage Industry

Coors Light releases first-ever seasonal extension

Coors Light Summer Brew infused with blend of natural citrus flavors

May 2, 2014

Coors Light, a brand of Chicago-based MillerCoors, a joint venture between SABMiller plc and Molson Coors Brewing Co., announced its first-ever seasonal extension: Coors Light Summer Brew. The new beer will be available nationwide while supplies last.

Coors Light Summer Brew is infused with a blend of natural citrus flavors. The summer seasonal is available in 12-packs of 10-ounce cans featuring a bright orange and yellow citrus-inspired design over Coors Light's signature Rocky Mountain landscape.

“Summer is too short, and we know that when it finally arrives, our guys have a lot they're trying to fit into each day,” said Sarah Ross, senior director of marketing for the Coors family of brands, in a statement. “We wanted to roll out some new ways to really up the refreshment factor and grab the attention of beer drinkers. It doesn't stop with the new seasonal flavor; our cutting-edge design series this year has people looking twice, and the ‘Splash’ packaging builds on this excitement.”

Featuring a paint-splattered look, the summer design package was inspired by the refreshment Coors Light can provide during the summer season, the company noted.

Coors Light Summer Brew and the “Splash” design packaging will receive full marketing support, including English- and Spanish-language TV advertising, out-of-home advertising, digital marketing, social media, retail merchandising, special events and public relations. Beer drinkers who want to participate in the action should use the hashtag #LiveSummer and keep an eye out for Coors Light and Coors Light Summer Brew at summer events, the company says.

For more information about Coors Light Summer Brew and the new can design, follow @CoorsLight on Twitter or go to www.facebook.com/coorslight or www.coorslight.com.