Coors sheds Light on UK beer sector

Coors Light, the world's seventh-biggest beer brand, has been launched into the UK market under a different name.

Coors Fine Light Beer, the lager formerly known as Coors Light, is to join Carling and Grolsch as a priority brand in the Coors Brewers portfolio with a marketing support of £50m over four years.

Fears that drinkers would mistake Coors Light for a diet beer or a low alcohol lager prompted the name change according to David Preston, director of marketing for Coors Brewers.

"During trials in Scotland, we positioned it as a premium beer but the "light" tag confused people and we had to make an active decision to overcome the problem.

"It's not about low calories or low alcohol, there's no insight to suggest that diet lager makes an interesting proposition for drinkers," he said. "It's about a light tasting, refreshing and everyday drinking beer."

Coors has also hiked-up the ABV from 4.4 per cent to five per cent in order to compete in a burgeoning premium lager sector. "We want to win in the lager market as that's where the future lies in beer," added Mr Preston.

"The premium lager category has grown from nothing to a stage where it now accounts for more than 1.4 pints in every four pints of lager. Coors Fine Light Beer will help the premium category to continue its growth."

As is the case across the pond, Coors Fine Light Beer will vie with Budweiser for the position of the UK's number one American "light" beer, with extra emphasis on the bottled sector. "From a consumer perspective, the brand proposition is similar to Budweiser and if you're looking for a benchmark - it's ideal," added Mr Preston.

"The choice in that particular marketplace is very limited."

The on-trade roll-out, earmarked for October, will be accompanied by a new state-of-the-art font and branded glasses, while a major TV and cinema advertising campaign, emphasising the brand's Rocky Mountain heritage and featuring DJ Jason Nevins, is planned for early next year.