Coors in major push for trial

11 August, 2008

Coors Light is to embark on its biggest promotion to drive trial in the independent retail trade since it first entered the UK market.

A case of 20 x 30cl bottles of the brand will be given away with nine case purchase of canned Carling in the wholesale channel.

Over 800,000 bottles of Coors Light will be given away in all, and Coors Brewers hopes they will be given away as a free single bottles with purchases of two four-packs to drive trial of the bottled US brand.

The move comes as the company reaches a peak in investment behind the brand, with cinema, TV, outdoor and digital advertising, and with sales in the off-trade over the past six months hitting 9 million bottles according to the firm’s own calculations.

Portfolio activation director David Wigham said: “Coors Light has really landed with consumers, with more than 20% now associating it with lighter tasting.”

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