Following Successful Test, the ‘World’s Most Refreshing Beer’ Expands Distribution of 5.7 Liter Package That Lasts for 30 Days
Known for continuous innovation, Coors Light today announced expanded distribution of its new Coors Light Home Draft system, allowing legal-drinking-age consumers to literally ‘tap the Rockies’ and enjoy draft beer from their own refrigerator.
The Coors Light Home Draft system is CO2 pressurized, providing 16 12-ounce pours of real draft beer. With more than one-third of legal-drinking-age consumers preferring draft beer over bottled or canned beer, this package provides a true draft beer experience, delivering a consistent smooth pour with minimal foam. It fits perfectly inside your fridge and stays fresh for up to 30 days.
“We know consumers are increasingly looking to make their lives more convenient and we believe enjoying ‘refreshment as cold as the Rockies’ should be an easy thing,” said Rick Gomez, vice president of marketing for Coors Light. “Now beer drinkers don’t have to mess with opening a bottle or can of Coors Light and then pouring it into their glass. They can just open their refrigerator door to get a real draft beer experience.”
The expansion of the Coors Light Home Draft system, following a successful test of the new package in summer 2009, is being supported with TV advertising, retail merchandising and public relations. The new package will be available primarily in convenience and grocery stores. The approximate retail cost is $20. More information can be found at www.CoorsLight.com.
Coors Light Home Draft currently is available in Florida, Illinois, Kentucky, Michigan, Ohio, Texas and Wisconsin. Additional markets will be added in the months to come.
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company’s premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Grolsch, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wis., and two microbreweries, the Leinenkugel’s 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.