Coors Light

Coors Light

The current logo, in use since 2015
Type Beer, lager
Manufacturer Coors Brewing Company
Distributor Coors Brewing Company
Country of origin US
Introduced 1978
Alcohol by volume 4.2%[1]
Website www.CoorsLight.com

Coors Light is a 4.2% ABV light beer brewed in Golden, Colorado and Milwaukee, Wisconsin. It was first produced in 1978 by the Coors Brewing Company.

The beer has a "Cold Certified" label which turns the mountains on the label from white to blue when the beer's temperature is lowered to 39 degrees fahrenheit.[2] Coors Light has a "mountain icon" to represent the beer in place of the logo. The icon is a stylized drawing of a mountain with two peaks.

History

Adolph Coors was born in 1847 in a German town known today as Wuppertal-Oberbarmen.[3] At the age of 14 he began working at the Henry Wenker Brewery in Dortmund.[4] Adolph Coors considered that water was the key ingredient for a perfect beer. Therefore, he decided to locate Adolph Coors Company in Golden, Colorado in 1873. The Rocky Mountains are the primary source of the water used in the beer.

Marketing and advertising

There were a number of trends occurring in the mid-1970s. Health was one of the most discussed topics in the American population. The baby-boomer generation was reaching their drinking age, and therefore they gave the beer drinking demographic a shift. They were concerned about their health, but they also wanted to drink beer. There was a growing interest in low-calorie beverages. In 1975, light beers made up only 1% of beer consumption in the United States, and by 1994, they accounted for 35% of all domestic beer sold in the United States. In 1978, Coors introduced the popular Coors Light brand.

Coors Light advertisings highlight the quality of the beer as the most refreshing place on earth. Additionally, Coors Light ads are designed to target young demographics. The stories behind the ads seek to capture the attention of young people, situating them in cool places they would like to be. Cavalry Agency out of Chicago, IL, is the current Advertising Agency for Coors Light. They are responsible for the 'Reach For The Cold' Campaign featuring the Coors Light Explorers. Additionally, on April 2013, the agency produced a Digital Video for Coors Light ad known as Coors Light the brewer ambushes a summer pool party with the frosty taste of winter. The T.V. ad was considered the ad of the week in the Adweek publication.[5]

Containers and packaging

The brewery introduced the “perfect shot of refreshment” under the slogan of a “Silver Bullet”; a symbol of the silver can where the beer was packaged.[6]

On May 2013, the Coors Light aluminum pint, featuring Ball Corporation Alumi-Tek® bottle, has been awarded a Gold Award from The Packaging Association (PAC) and was chosen as the Canadian Packaging Consumers Voice Award winner at the recent PAC Leadership Awards. The Coors Light aluminum pint was selected for its eye-catching graphics, recyclability and the convenience of the bottle's wide mouth and resealable closure.[7]

Controversial can advertising claims

On August, 2013, the advertising industry’s self-regulatory unit referred Miller Coors’ ad claims to the Federal Trade Commission (FTC). The claims that the FTC considered ad challenging included, “the world's most refreshing can," "beer on the inside, science on the outside" and "smoother, more refreshing pour," implying that the can was somehow technologically superior to other beer cans and provides a more refreshing beverage experience.

According to the National Advertising Division (NAD), Miller Coors declined to provide a substantive response to the challenge. Miller Coors defended the claims as either puffery or truthful. The company also told NAD that the TV, radio and digital campaigns would be permanently discontinued by the end of September 2013.[8]

International markets

In order to expand Molson Coors brand portfolio outside of its major markets (US, UK, Canada), Molson Coors established Molson Coors International in 2008. MCI operates in three primary regions; Asia, Europe, Latin America and the Caribbean. Coors Light, as a signature brand of Molson Coors, was introduced in the new markets.[9] The world's sixth-largest brewer, which also makes Molson Canadian, Carling and Blue Moon, was trying to diversify beyond its core markets.

Awards and sponsorship

In 2005, Coors light was awarded with a silver medal in the Great American Beer Festival in the American-Style Light Lager category.[10]

MillerCoors' title sponsorship of the newly created Coors Light National Hockey League Stadium Series. MillerCoors' sponsorship of the stadium series is part of the beer company’s seven-year, $375M deal signed with the NHL in February 2011, the league’s most financially lucrative sponsorship ever.[11]

In 2013, MillerCoors owned Coors Light inked a year-long deal with Turner Broadcasting, which includes a sponsorship of the NASCAR Mobile applications. Coors Light uses the sponsorship with in-application banners and content to connect with NASCAR’s core demographic of sports fans. The initiative builds on Coors Light’s previous mobile initiatives to target consumers by demographic.[12]

Official MLB team sponsors

Promotions

Coors Light sponsored Davis Phinney in 1991

In the 1990s, Coors Light sponsored what was then America's most dominant domestic professional cycling team, which included Olympians Alexi Grewal, Roy Knickman, and Davis Phinney.

In 2008, Coors Light became known as the "Official Beer of NASCAR", succeeding Budweiser.[13]

In 2009, a Coors Light koozie depicting scenes from the 2010 Winter Olympics was offered in a limited number of cases that contained 28 bottles instead of 24. That same year, the Hillside Chalet Contest was created. The winner was given a 6-night stay in Whistler, British Columbia, during the 2010 Winter Olympics.

During 2012 and 2013, Coors Light partnered with Ice Cube for the Coors Light Search for the Coldest National Tour and Talent Search.

References

  1. ↑ "Light Beers". BeerAdvocate.com, Inc. 2001-10-03. Archived from the original on June 24, 2006. Retrieved 2006-12-13.
  2. ↑ "Coors Light Introduces Cold Certified(TM) Technology to Canadian Beer Lovers". Marketwire.com. 2007-06-28. Retrieved 2010-11-12.
  3. ↑ "Coors Banquet Beer | Home". Coors Banquet. 2015-04-06. Retrieved 2016-05-10.
  4. ↑ "alabev". alabev. Retrieved 2016-05-10.
  5. ↑ "Ad of the Day: Coors Light". AdWeek. Retrieved 2016-05-10.
  6. ↑ "Coors Light - Born in the Rockies.". www.coorslight.ca. Retrieved 2016-05-10.
  7. ↑ "Coors Light featuring balls alumi". www.finance.yahoo.com. Retrieved 2016-05-09.
  8. ↑ "MillerCoors Rebuffs Ad Industry Review of Coors Light Claims". AdWeek. Retrieved 2016-05-10.
  9. ↑ "Molson Coors tapping into Asian markets" (PDF). www.ucdenver.edu. Retrieved 2016-05-09.
  10. ↑ "Molson Coors Information - News". phx.corporate-ir.net. Retrieved 2016-05-10.
  11. ↑ "Coors Light To Title Sponsor NHL Stadium Series; League Confirms Soldier Field Game". www.sportsbusinessdaily.com. Retrieved 2016-05-10.
  12. ↑ "Coors Light segments NASCAR fans through app sponsorship - Content - Mobile Marketer". www.mobilemarketer.com. Retrieved 2016-05-10.
  13. ↑ "Coors Light to become the official beer of NASCAR". www.usatoday.com. Retrieved 2016-07-27.
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