Coors Fine Light beer to relaunch with less alcohol

Coors Brewer is relaunching Coors Fine Light by reducing the alcohol content in the beer from 5% ABV (alcohol by volume) to 4.5%. The move will be seen as a U-turn because the brand was initially launched in the 4.3% ABV format, but later changed to 5% to match the strength of rival Michelob Ultra (MW August 14, 2003).

At the time, the beer industry claimed that light beers attracted little consumer interest, but the relaunch is understood to have been prompted by a growing consumer demand for lighter tasting beer.

Coors sales director John Holberry says: “Today lighter tasting lager has seen a significant increase, with the sector having grown by 9% since 2005. We’ve listened to both consumers and customers to capitalise on this new market trend and Coors Light is how we plan to do it.”

The Coors Fine Light relaunch will be supported by an £11m marketing investment during 2007 and 2008, including cinema and outdoor. A new television campaign will break in October.

The beer was launched as Coors Lite in 2003 and later rebranded as Coors Fine Light Beer to avoid negative perceptions that British drinkers have of “light” beers.

Anheuser-Busch, which owns the Michelob Ultra brand, trialled a low calorie beer in the UK called Bud Lite, but it was scrapped in 2001, following poor consumer demand.

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 3711 or email subscriptions@marketingweek.com

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