Coors prepares for battle in low-cal sector

Coors Brewers plans to up the stakes in the “healthy” beer market by revamping its Coors Fine Lite brand in the UK.

This is the second time that Coors Fine Lite has been revamped. Originally only available in Scotland in the 4.3 per cent ABV (alcohol-by-volume) format, the new version has increased its ABV to five per cent to match the strength of the newly launched Michelob Ultra, owned by American rival Anheuser-Busch.

Michelob Ultra is a low-carbohydrate beer, which is being launched on the market this month (MW July 31).

Earlier this year, Coors Lite was rebranded as Coors Fine Lite Beer to avoid the negative perceptions British drinkers have of “light” beers.

One industry insider says that the brewing company has done an exclusive deal with pub company Mitchells & Butlers to test-market the product in the UK, before a national launch.

Another industry expert adds: “The new version of Coors Fine Lite will give it an extra punch, as most diet beers do not taste of beer. I am not convinced that low-calorie or low-carb beers will attract huge consumer interest.”

Anheuser-Busch admitted defeat two years ago when it scrapped a similar low-calorie drink, Bud Lite.

A spokeswoman for Coors Brewers would not give any details. The company says it will reveal the launch plans next month.

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