Molson Coors Beverage Company has launched new glassware for its iconic beer brand Coors.
The new glasses, which feature a unique mountain embossment and design showcasing the beer’s Rocky Mountains heritage and mountain-cold refreshment, will be delivered to around 18,000 of the brand’s UK on-trade customers starting in June.
The latest step in a multi-million pound rebrand from Coors Light to Coors, the glasses hero the brand’s iconic thermochromic ink cold beer indicator so that, when the mountain icon goes blue, customers know their beer is as cold as the Rockies.
Coors’ on-trade customers will receive brand new point-of-sale (POS) kits and plaques, alongside the glassware, to boost visibility at the bar. The new dispense plaque features a 3D design showing a hologram-like Coors logo and mountain icon.
The brewer also relaunched Coors’ Keep it Fresh campaign ad in the Spring, updated to include the new glassware.
Jo Huergo, marketing controller for Coors, said: “This isn’t only about a design update, the new glassware is part of our work to cement Coors as the UK’s most prominent 4% beer, capitalising on our recent rebrand and becoming a top-five lager in the UK on-trade.
“We road tested the glasses extensively and our research showed around 90% of people either liked or loved the new designs so we know they’re going to be a hit with consumers. 2021 marks a big chapter for Coors –refreshed branding, new glassware and significant investment have kickstarted our next phase of growth.”
Coors is the number-five best-selling lager in the UK on-trade and is the most popular 4% beer among 18–34 year olds.
The glasses will also be available direct to consumers through Molson Coors own ecommerce site Revl.
About Molson Coors:
For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have six breweries, with our UK home in the renowned brewing town, Burton-upon-Trent, and a nearly 300-year-old cider press in Suffolk. Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle.
Our growing beverage portfolio in the UK & Ireland includes Pravha, Staropramen, Blue Moon, Offshore, Franciscan Well Chieftain IPA and Archway Lager, Rekorderlig, Aspall Cyder and Pip & Wild, alongside popular favourites Coors, Carling – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar. Bodega Bay, Miami Cocktail Company and Three Fold are Molson Coors’ latest additions to Molson Coors’ ready-to-drink portfolio. Molson Coors Beverage Company is a publicly traded company that is traded on the New York and Canadian Stock Exchange (TAP).
The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our Beer Print and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit molsoncoors.com or on Twitter through @MolsonCoors
 CGA OPM MAT TY W/E 24.04.21
 Kantar WorldPanel, Total GB, 52 W/E 12.07.20
Press release from Molson Coors
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