Molson Coors Beverage Company said it will be rebranding Coors Light to Coors from March 2021, supported by a multimillion-pound investment in marketing campaign and off-trade activation.
The firm is set to expand the Coors family in the UK, with the launch of new products including Coors Original next year.
“Our testing has shown that consumers love the new branding, finding it more distinctive and appealing, and by changing to simply ‘Coors’ we can build further momentum in the premium 4% beer category, while continuing to champion our refreshing great taste which is a clear point of difference for consumers,” commented Sophie Jamieson, marketing controller for the Coors family of brands at Molson Coors.
Coors has recently become the No. 6 lager brand in the UK [Nielsen], and the new marketing campaign aims to cement its position as a leading premium to mainstream beer.
The rebranding will be supported by new packaging and point-of-sale material to help retailers drive sales.
Molson Coors also hopes to use the rebrand as a platform to expand the brand in the UK and across the rest of Western Europe.
The brewer will launch Coors Original, a brand packed full of heritage having been originally launched in 1873, in the UK next year.
“Our ambition is not only to propel Coors into the UK’s Top 5 beers, which is why we’ve put significant spend behind the brand, but also to continue to scale our presence and expand our portfolio throughout what looks to be a very exciting year in 2021,” Jamieson added.
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