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.