Coors Brewing International is targeting heavy drinkers in the UK
with new beer Coors Light - a full-strength beer formulated to be drunk
in larger quantities.
The product, which is not a low-calorie beer and has a 4.5% ABV, is
launching in Scotland in May prior to a national roll-out.
It will be supported by a pounds 1.5m advertising campaign by Banks
Hoggins O’Shea, which positions the beer as an easy-drinking beer for a
never-ending party. It uses the strapline, ’Keep the lights on’. The
silver bottle, which maintains the brand’s Rockies heritage, was
designed by Coley Porter Bell. Anheuser-Busch launches its Bud Light
nationally this month following a successful trial in the North West
last year.
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