Coors Light Summer Brew: Leveraging a successful seasonal limited edition

Coors Light Summer Brew: Leveraging a successful seasonal limited edition

Code: ML-ML00019-076 | Published: Dec-2015 | Pages: 18 | MarketLine
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Launched in 2014, Coors Light Summer Brew was the brands first-ever seasonal extension, incorporating a new summer-themed packaging design that reinforced the products refreshing qualities. After strong seasonal sales the radler-inspired beer, which is infused with a blend of natural citrus flavors, returned in 2015 as Coors Light Citrus Radler.



Key Findings
- Understand Coors Light Summer Brew as a product and how it is positioned.
- Learn about how product and packaging innovation are combining to revive the Coors Light brand.
- Analyze the popularity of Radler drinks and the reasons driving this

Reasons To Buy
What is Coors Light Summer Brew?
What is its target market?
How is Coors Light Summer Brew helping to revive the Coors Light brand?
Are Radler drinks here to stay?

Table of Contents

OVERVIEW
Catalyst
Summary
COORS LIGHT SUMMER BREWS SUCCESS PAVED THE WAY FOR 2015S CITRUS RADLER
A radler-inspired citrus flavored seasonal beer that aimed to "up the refreshment factor"
Summer Brews strong sales performance provided impetus for a brand update in 2015
PRODUCT AND PACKAGING INNOVATION COMBINE TO REVIVE THE COORS LIGHT BRAND
Reviving a slumping brand by engaging legal drinking age millennials around seasonally relevant "premium lights"
Radler is a lightweight and highly refreshing recipe for mixing beer with natural fruit flavors
Coors Light Summer Brew tapped factors associated with summer drinking and drinkers propensity in experimentation
Smaller packs are apt for made-for-summer beverages
A radler-themed SKU enabled MillerCoors to more effectively jostle for market share with competing brewers
RADLER-THEMED EXTENSIONS ARE HERE TO STAY
Perpetuating a consistent radler moniker
Expect to see more brewers to leverage the reassurance of a trusted brand with a gender neutral, radler themed extension
Craft radlers will further enhance the formats popularity and drive flavor innovation
CONCLUSIONS
Radler-themed drinks segment set for growth and increased competition
APPENDIX
Definitions
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