Retailers to see the light with Coors

28 August, 2008

Coors Light is

embarking on its biggest promotion to drive trial in the independent retail trade since it first entered the


A case of 20x30cl bottles of the 4.5% abv brand will be given away with nine-case purchases of canned Carling in the wholesale channel.

More than 800,000 bottles of Coors Light will be given away in all, and Coors Brewers hopes they will be

offered as

free single bottles with purchases of two four-packs to drive trial of the bottled US brand.

The move comes as

investment behind the brand peaks, with cinema, TV, outdoor and digital advertising.

Sales in the off-trade over the past six months

have hit 9 million bottles, according to the firm's own calculations.

Portfolio activation director David Wigham said: "Coors Light has

landed with consumers, with more than 20% now associating it with lighter tasting."

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