MillerCoors puts a cooler face on Coors Light cans
29 October 2008 | By Popsop Team
MillerCoors, a joint venture of brewers SABMiller and Coors Brewing, will refresh Coors Light packaging with a two-sided cold-activated label that will be featured on 12- and 16-oz. cans hitting stores in April.
The entire lineup of Coors Light cans—10-oz., 12-oz., 16-oz. and 24-oz.—will sport a two-sided Rocky Mountains logo that turns blue when beer reaches optimum temperature. Coors Brewing last year rolled a cold-activated 24-oz. can for c-stores with a thermochromatic label, which changes color depending on temperature—on one side. Evolving to packages with two sides that change color ensures that consumers will see the symbol for cold refreshment no matter how the cans are stocked inside retail coolers.
Distributors report that previous package innovations like the Cold-Activated bottle and the Vented Wide Mouth can contributed to higher sales after their introduction last year. MillerCoors managers told wholesalers during a Chicago gathering last week that the new cans will create an opportunity to drive home the No. 3 light beer’s positioning as “The World’s Most Refreshing Beer.”
While the longneck bottle is the most preferred by beer drinkers, the can is the most consumed package in the category because of portability. Cans constituted 48.7% of all beer consumption in the U.S last year, compared with 48.3% in 2006, per the Beer Institute. Market share for bottles last year was 41.5% and 9.5% for draught beer.
“Major brewers can gain traction with packaging,” said Nick Lake, vp/group client director for the beverage alcohol group at Nielsen (the parent of Brandweek). “Coors has cleared the way with its cold activated positioning. Consumers like things that look cool and are different.”
Last month, MillerCoors announced that it would introduce 9-packs of Miller Lite aluminum bottles in 20 test markets through the end of the year. The new packaging is designed to keep beer cool for a longer time.
MillerCoors managers revealed sparse details about marketing support coming for the new Coors Light cans, but said that a marketing program will be in place by March when wholesalers assemble for an annual conference in Las Vegas. In the meantime, a new TV spot, via DraftFCB, Chicago, is airing this week to promote the Vented Wide Mouth can. The shows a husband expressing his desire for Coors Light by announcing he’s ready to vent while his wife mistakenly thinks he’s saying he’s ready to open up.
Case sales of Coors Light in grocery, drug and c-stores increased 6.9% for the year ended Oct. 4, compared with a 0.6% rise for the beer category, per Nielsen. Can sales for the brand rose 7.5%, while bottle sales increased 5.8%.
Popsop.com
Tags: alcohol drinks, beer, Miller
