Molson Coors Beverage Company is to rebrand its Coors Light beer as Coors in the UK, paving the way for the launch of Coors Original next year.
The company has announced a multi-million-pound investment that will build on the success of the ‘Keep it Fresh’ campaign.
It will be supported by new packaging and point of sale material, along with new glassware and dispense assets, which will be introduced to every outlet by the end of 2021.
Molson Coors will use the rebrand as a platform to expand the Coors family in the UK and across the rest of Western Europe.
Next year will see the launch of a new Coors product from the US, with the introduction of Coors Original, a “rich, golden lager” with a “more complex, fuller flavour”.
Sophie Jamieson, marketing controller for the Coors Family of brands at Molson Coors, said: “Coors has skyrocketed in popularity in recent years, becoming the leader of the premium 4% beer category, known for being a great tasting beer that always delivers on refreshment.
“Having reflected on the unique strengths of the brand, we saw an opportunity to maximise its potential. 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.
“It also gives us the opportunity to introduce some incredibly exciting new products from the Coors family, starting with Coors Original later in the 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.”