The move is designed to drive growth in the dynamic American-style light-tasting beer category and a new look aims to take the lager to new heights in Ireland.
The brand refresh will build on the ‘Keep it Fresh’ campaign celebrating the brand’s Rocky Mountain heritage.
Coors’ new design has increased stand-out, distinctiveness and overall brand appeal according to consumer research.
“The transition will underline the brand’s mountain cold, refreshing taste and see an extensive programme of investment to support continued growth with new packaging and Point-Of-Sale material to help drive sales,” states the Cork brewery.
The “4.3% ABV American-style lager with a refreshing crisp flavour”, Coors is one of Ireland’s best-selling and fastest-growing lagers, having grown by 50% in the five years to 2019.
“Coors has skyrocketed in popularity in recent years and is now Ireland’s second-largest lager brand,” commented Heineken Ireland’s Marketing Director Wojciech Bogusz, “The rebrand will bring clarity to consumers as to what Coors stands for and comes as part of an ambitious plan which sees us amplify the brand’s ‘Keep It Fresh’ positioning which is a clear Point Of Difference for consumers.”