Coors low-cal beer launch to go ahead

Coors Brewing is going ahead with the £12m national roll-out of its low-calorie beer Coors Light 4.5% later this year. The move comes despite a decision by rival Anheuser -Busch to axe its low-calorie beer Bud Light, after it failed to capture the British market.

Coors says that unlike its US rival, Coors Light 4.5%, which is being tested in Scotland and Ireland, will not be marketed as a low-calorie lager.

“In the US it is known as Coors Light. The 4.5% was added to the name over here to emphasise that it is a full strength lager and to avoid the stigma associated with low calorie lager,” says a Coors spokesman.

TV and poster advertising created by Banks Hoggins O’Shea/FCB in the test markets use the strapline “Full strength goes down easy”.

“Our proposition is not calorie-focused and any other brand withdrawal from the UK, due to low calorie issues, will not affect our position,” says Ian Ronayne, commercial director of Coors Brewing in the UK and Ireland.

Anheuser-Busch this week confirmed it is withdrawing Bud Light from the UK after only two years, following disappointing sales.

Despite a £5m TV campaign by BMP DDB, Bud Light failed to capture its target market of 18 to 34 year-old males.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here