Molson Coors Introduces New Summer Brews

Brewer announces product and packaging innovations

Published in CSP Daily News

DENVER & MONTREAL -- With peak summer selling season right around the corner, Molson Coors Brewing Co. is showcasing a global lineup of product and packaging innovations designed to deepen consumer connections to core brands like Coors Light, Miller Lite, Molson Canadian and Carling, as well as build its portfolio to meet emerging consumer demands.

"Through innovation, we are able to create excitement and interest among consumers and build brand relevance and loyalty, effectively connecting consumers to our brands and growing our business. Innovation is the keystone of our competitive advantage," said Peter Swinburn, president and CEO of Molson Coors.

In March, Molson Coors announced the first-ever line extension for Coors Light, Coors Light Iced T. Available in Canada, Coors Light Iced T combines Coors Light with a blend of natural tea and lemon flavors. Coors Light Iced T is brewed in the same way as Coors Light, with premium two row malted barley, Coors' lager yeast and choice hops. The iced tea flavor comes from a blend of tea botanicals and natural lemon, which are added during the filtration process.

Another rollout is Carling Zest, a limited edition lager for the U.K. and Ireland. Carling Zest offers a light citrus flavor and 2.8% ABV, making it the perfect summer beer and ideal alternative to other popular summer drinks. Drinkers in the U.K. and Ireland will also be able to purchase several new seasonal variations from Worthington's, beginning with Worthington's Spring Shield--a light golden, citrusy brew with a hint of wheat malt. Spring Shield will be followed by Summer Shield, Autumn Shield and Winter Shield, each designed to match its season.

Tapping U.S. consumers as part of its innovation strategy, Blue Moon Brewing Co. announced a new brew, Caramel Apple Spiced Ale. Through the "Craft the Next Blue Moon" program, Blue Moon fans helped guide the brewing process, voicing their opinions on beer styles, ingredients, packaging designs and names via social media. Caramel Spiced Apple Ale will be available on Aug. 31, 2012.

The company will offer U.S. consumers additional brews this fall and winter such as Lemon Berry Shandy and Snowdrift Vanilla Porter from Jacob Leinenkugel Brewing Co. Driven by consumer demand and interest, MillerCoors is rolling out its pre-Prohibition style lager, Batch 19, to national audiences.

The company also recently acquired Crispin Cider Co., giving it a significant standing in one of the industry's fastest-growing categories and offering drinkers an alternative.

MillerCoors recently introduced aluminum pint bottles for Coors Light, Coors Banquet, Miller Genuine Draft and Molson Canadian. The aluminum pint packaging can be resealed after opening. The pints also display the cold-activated mountains designed to tell drinkers when their beer is ice cold. Carling will also be introduced in a new aluminum bottle this year in the U.K.

Other MillerCoors innovations include Miller Lite and MGD Punch Top Cans and Grip Cans. Punch Top Cans increase airflow, resulting in a smoother pour. The cans will be rolling out by Memorial Day. The new Grip Cans use tactile ink technology to create a "grip" around the can designed for easier holding. The first grip cans will feature branding for Mexican soccer team Chivas de Guadalajara and, in the fall, the Miller Lite grip can will feature NFL branding.

Innovation in 2012 comes on the heels of 2011 successes, with the introduction of Cold Activated bottles and cans and the launch of several new products, including Carling Chrome and Animee in the U.K. and Ireland and Molson Canadian 67 Sublime in Canada.

Over the past three years, innovation has delivered more than $100 million of incremental gross profit for the company, it said.

Molson Coors Brewing is a leading global brewer. It markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling and Blue Moon across the Americas, Europe and Asia. It operates in Canada through Molson Coors Canada; in the United States through MillerCoors; in the U.K. and Ireland through Molson Coors UK; and outside these core markets through Molson Coors International.