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).

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