Coors sells Fine Light in chill-sensing cans

Coors Brewers is planning to step up its assault on the “healthy” beer market with the launch of its Coors Fine Light beer in cans that change colour when they reach their optimum serving temperature.

Industry observers say the cans are an attempt to tap into the booming take-home market. The 440ml cans are expected to go on sale in the next few weeks.One retailer explains that traditionally, beer has been served at about 11C, the temperature of a cellar. It is not known whether the Coors cans will change at this particular temperature.

Coors Fine Light, originally only available in Scotland, was revamped two years ago, a move which effectively saw it relaunched for the second time in a year: in the earlier relaunch Coors Light had been rebranded as Coors Fine Light to avoid the negative perceptions many British drinkers have of “light” beers.

At the time of its relaunch, Coors also increased Fine Light’s strength from 4.3 per cent alcohol by volume to five per cent, matching that of Michelob Ultra, which is owned by American rival Anheuser-Busch. Michelob Ultra is a low-carbohydrate beer.

Last year, Coors appointed flavoured beverages brand director Warren Langley to the role of brand director for Coors Fine Light (MW February 16, 2004).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 customerservices@marketingweek.com

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