Coors Light is a 4.2% (US)
ABV light beer
Light beer is a beer, usually a pale lager, that is reduced in alcohol content or in calories compared to regular beers. The first use of the term in marketing was in the 1940s when the Coors Brewing Company sold Coors Light, for a short period b ...
brewed in
Golden, Colorado;
Albany, Georgia
Albany ( ) is a city in the U.S. state of Georgia. Located on the Flint River, it is the seat of Dougherty County, and is the sole incorporated city in that county. Located in southwest Georgia, it is the principal city of the Albany, Georgia m ...
;
Elkton, Virginia;
Fort Worth, Texas
Fort Worth is the List of cities in Texas by population, fifth-largest city in the U.S. state of Texas and the List of United States cities by population, 13th-largest city in the United States. It is the county seat of Tarrant County, Texas, T ...
;
Irwindale, California; and
Milwaukee, Wisconsin
Milwaukee ( ), officially the City of Milwaukee, is both the most populous and most densely populated city in the U.S. state of Wisconsin and the county seat of Milwaukee County. With a population of 577,222 at the 2020 census, Milwaukee i ...
. It was first produced in 1978 by the
Coors Brewing Company. The Canadian version of Coors Light is 4.0% ABV and brewed by
Molson Coors Canada Inc. in
Moncton, New Brunswick. The parent company is the
Molson Coors Beverage Company. In Australia and the United Kingdom, Coors Light is labelled as "Coors."
The beer has a "Cold Certified" label which turns the mountains on the label from white to blue when the beer's temperature is lowered to . Coors Light has a "mountain icon" to represent the beer as part of the logo. As of 2020, the icon is a stylized drawing of a mountain with two peaks, along with the removal of their famous 'cold lined' can conditioning blue liner.
History
In the 1940s, the Coors Brewing Company introduced a beer called "Coors Light" that was
lighter in body and calories.
It was discontinued at the start of
World War II
World War II or the Second World War, often abbreviated as WWII or WW2, was a world war that lasted from 1939 to 1945. It involved the World War II by country, vast majority of the world's countries—including all of the great power ...
. After
Miller Lite
Miller Lite is a 4.2% ABV light American lager beer sold by Molson Coors (previously MillerCoors) of Chicago, Illinois. The company also produces Miller Genuine Draft and Miller High Life. Miller Lite competes mainly with Anheuser-Busch' ...
was introduced in 1973, Coors Light was reintroduced in 1978.
[
]
Marketing and advertising
Coors Light advertising highlights the quality of the beer as ''the most refreshing place on earth''. Additionally, Coors Light ads are designed to target young demographics. The stories behind the ads seek to capture the attention of young people, situating them in cool places they would like to be. Cavalry Agency out of Chicago, IL, is no longer the current Advertising Agency for Coors Light. Cavalry was responsible for the 'Reach For The Cold' Campaign featuring the Coors Light Explorers. Additionally, in April 2013, the agency produced a Digital Video for Coors Light ad known as ''Coors Light the brewer ambushes a summer pool party with the frosty taste of winter''. The television ad was considered the ad of the week in the Adweek
''Adweek'' is a weekly American advertising trade publication that was first published in 1979. ''Adweek'' covers creativity, client–agency relationships, global advertising, accounts in review, and new campaigns. During this time, it has cover ...
publication.
Containers and packaging
The brewery introduced the tagline "perfect shot of refreshment" under the slogan of a “ Silver Bullet”, a symbol of the silver can that holds the beer.
In May 2013, the Coors Light aluminum pint, featuring Ball Corporation
Ball Corporation is an American company headquartered in Broomfield, Colorado. It is best known for its early production of glass jars, lids, and related products used for home canning. Since its founding in Buffalo, New York, in 1880, when it w ...
Alumi-Tek® bottle, has been awarded a Gold Award from The Packaging Association (PAC) and was chosen as the Canadian Packaging Consumers Voice Award winner at the recent PAC Leadership Awards. The Coors Light aluminum pint was selected for its eye-catching graphics, recyclability and the convenience of the bottle's wide mouth and resealable closure.
Controversial can advertising claims
On August, 2013, the advertising industry's self-regulatory unit referred Miller Coors’ ad claims to the Federal Trade Commission
The Federal Trade Commission (FTC) is an independent agency of the United States government whose principal mission is the enforcement of civil (non-criminal) antitrust law and the promotion of consumer protection. The FTC shares jurisdiction o ...
(FTC). The claims that the FTC considered ad challenging included, “the world's most refreshing can," "beer on the inside, science on the outside" and "smoother, more refreshing pour," implying that the can was somehow technologically superior to other beer cans and provides a more refreshing beverage experience.
According to the National Advertising Division (NAD), Miller Coors declined to provide a substantive response to the challenge. Miller Coors defended the claims as either puffery or truthful. The company also told NAD that the television, radio and digital campaigns would be permanently discontinued by the end of September 2013.
International markets
In order to expand Molson Coors brand portfolio outside of its major markets (US, UK, Canada), Molson Coors established Molson Coors International in 2008. MCI operates in three primary regions; Asia, Europe, Latin America and the Caribbean. Coors Light, as a signature brand of Molson Coors, was introduced in the new markets. The world's sixth-largest brewer, which also makes Molson Canadian, Carling and Blue Moon, was trying to diversify beyond its core markets.
Awards and sponsorship
In 2005, Coors light was awarded with a silver medal in the Great American Beer Festival in the American-Style Light Lager category.
MillerCoors' title sponsorship of the newly created Coors Light National Hockey League
The National Hockey League (NHL; french: Ligue nationale de hockey—LNH, ) is a professional ice hockey sports league, league in North America comprising 32 teams—25 in the United States and 7 in Canada. It is considered to be the top ranke ...
Stadium Series. MillerCoors' sponsorship of the stadium series is part of the beer company's seven-year, $375M deal signed with the NHL in February 2011, the league's most financially lucrative sponsorship ever.
In 2013, MillerCoors owned Coors Light inked a year-long deal with Turner Broadcasting, which includes a sponsorship of the NASCAR Mobile applications. Coors Light uses the sponsorship with in-application banners and content to connect with NASCAR's core demographic of sports fans. The initiative builds on Coors Light's previous mobile initiatives to target consumers by demographic.
Official MLB team sponsors
* Arizona Diamondbacks
The Arizona Diamondbacks (colloquially known as the D-backs) are an American professional baseball team based in Phoenix. The Diamondbacks compete in Major League Baseball (MLB) as a member club of the National League (NL) West division. The ...
* Colorado Rockies
The Colorado Rockies are an American professional baseball team based in Denver. The Rockies compete in Major League Baseball (MLB) as a member club of the National League (NL) West division. The team plays its home baseball games at Coors Fi ...
* Oakland Athletics
The Oakland Athletics (often referred to as the A's) are an American professional baseball team based in Oakland, California. The Athletics compete in Major League Baseball (MLB) as a member club of the American League (AL) West division. The t ...
* San Diego Padres
The San Diego Padres are an American professional baseball team based in San Diego. The Padres compete in Major League Baseball (MLB) as a member club of the National League (NL) West division. Founded in 1969, the club has won two NL penn ...
* San Francisco Giants
The San Francisco Giants are an American professional baseball team based in San Francisco, California. The Giants compete in Major League Baseball (MLB) as a member club of the National League (NL) West division. Founded in 1883 as the New Yo ...
* Seattle Mariners
The Seattle Mariners are an American professional baseball team based in Seattle. They compete in Major League Baseball (MLB) as a member club of the American League (AL) West division. The team joined the American League as an expansion ...
Promotions
In the 1990s, Coors Light sponsored what was then America's most dominant domestic professional cycling team, which included Olympians Alexi Grewal
Alexi Singh Grewal (born September 8, 1960) is an American Olympic gold medalist and former professional road racing cyclist. At the 1984 Summer Olympics in Los Angeles, Grewal became the first American man to win an Olympic gold medal in road c ...
, Roy Knickman
Clarence "Roy" Knickman (born June 23, 1965) is a former professional road bicycle racer from the United States, who won the bronze medal in the Men's Team Time Trial at the 1984 Summer Olympics. His teammates in Los Angeles, California were ...
, and Davis Phinney.
In 2008, Coors Light became known as the "Official Beer of NASCAR
The National Association for Stock Car Auto Racing, LLC (NASCAR) is an American auto racing sanctioning and operating company that is best known for stock car racing. The privately owned company was founded by Bill France Sr. in 1948, and ...
", succeeding Budweiser.
In 2009, a Coors Light koozie
A koozie ( ) ( US) or stubby holder ( Australian) is a fabric or foam sleeve that is designed to thermally insulate a beverage container, like a can or bottle.
Name, origin, and trademark dispute
The name "Koozie", with a capital "K", is a ...
depicting scenes from the 2010 Winter Olympics
)''
, nations = 82
, athletes = 2,626
, events = 86 in 7 sports (15 disciplines)
, opening = February 12, 2010
, closing = February 28, 2010
, opened_by = Governor General Michaëlle Jean
, cauldron = Catriona Le May DoanNancy Greene Wayne G ...
was offered in a limited number of cases that contained 28 bottles instead of 24. That same year, the Hillside Chalet Contest was created. The winner was given a 6-night stay in Whistler, British Columbia
Whistler ( Lillooet/Ucwalmícwts: Cwitima, ; Squamish/Sḵwx̱wú7mesh: Sḵwiḵw, ) is a resort municipality in Squamish-Lillooet Regional District, British Columbia, Canada. It is located in the southern Pacific Ranges of the Coast Moun ...
, during the 2010 Winter Olympics
)''
, nations = 82
, athletes = 2,626
, events = 86 in 7 sports (15 disciplines)
, opening = February 12, 2010
, closing = February 28, 2010
, opened_by = Governor General Michaëlle Jean
, cauldron = Catriona Le May DoanNancy Greene Wayne G ...
.
During 2012 and 2013, Coors Light partnered with Ice Cube
An ice cube is a small piece of ice, which is typically rectangular as viewed from above and trapezoidal as viewed from the side. Ice cubes are products of mechanical refrigeration and are usually produced to cool beverages. They may be p ...
for the Coors Light Search for the Coldest National Tour and Talent Search.
See also
*Bud Light
Anheuser-Busch, a wholly owned subsidiary of Anheuser-Busch InBev SA/NV, is the largest brewing company in the United States, with a market share of 45 percent in 2016.
The company operates 12 breweries in the United States and nearly 20 in oth ...
*Miller Lite
Miller Lite is a 4.2% ABV light American lager beer sold by Molson Coors (previously MillerCoors) of Chicago, Illinois. The company also produces Miller Genuine Draft and Miller High Life. Miller Lite competes mainly with Anheuser-Busch' ...
References
External links
Coors Foundation
Coors Light
{{Beer in the United States
Products introduced in 1978
American beer brands
Molson Coors brands