Consumer Preference for Variety, Cold Refreshment and Natural
Products Drive the Global Portfolio
DENVER & MONTREAL--(BUSINESS WIRE)--May. 29, 2013--
Gearing up for a hot summer, Molson
Coors Brewing Company (NYSE: TAP) (TSX: TPX) is showcasing a global
lineup of product innovations designed to expand its portfolio and
provide consumers with the variety they want while deepening their
connections to iconic brands like Coors
Light, Carling,
Molson
Canadian and Staropramen.
From the release of Third
Shift Amber Lager and Molson Canadian Wheat, to a variety of Carling
Zest and Leinenkugel summer brews, consumers will have everything they
want to stay cool and refreshed this summer.
“At Molson Coors, innovation starts with the consumer, and we have to
update constantly. We are in a continuous dialogue with beer drinkers
and what we hear is that they like to experiment; they want interesting
choices to cover a variety of occasions,” said Peter Swinburn, president
and chief executive officer of Molson Coors. “With over 300 years of
brewing heritage, we have a unique track record of delivering brands
that are loved by generation after generation.”
Meeting Consumer Demand for Variety, Cold Refreshment and
Natural/Local Products
Third
Shift Amber Lager marks the first release in a series of
award-winning beers brewed by the Band
of Brewers – a group of talented brewers across the MillerCoors
network in the U.S. This light lager is becoming a favorite among
consumers thanks to its mild flavor profile that is perfect for a warm
summer day. The Band of Brewers crafted Third Shift Amber Lager into a gold-medal
winning, well-balanced, yet complex lager with a sweet maltiness,
lightly toasted flavoring and subtle hops.
In February, Redd’s
Apple Ale became available nationwide, following a select regional
launch by MillerCoors in the summer 2012. The new apple flavored golden
ale offers a crisp finish that allows the natural apple flavor to come
through, making it the perfect drink choice for those looking to try
something different.
U.S. consumers will also enjoy Blue Moon’s latest limited release, Sunshine
Citrus Blonde. Blue Moon brewers crafted this beer to awaken the
palates of consumers for the warmer weather of summer. Pairing the light
citrus notes of this blonde brew with dishes such as summer salads,
grilled pork and fruit-based desserts will create a perfect warm weather
evening out on the patio.
In Canada, consumers can sample three new refreshing beverages this
summer, beginning with the recently launched Molson
Canadian Wheat. Made with all-natural ingredients like Canadian
spring wheat, it is an unfiltered wheat lager that delivers a hint of
malt, balanced by the fruity character of just-ripened bananas.
The Canadian market will also see the launch of Rickard’s Shandy, a
blend of lager and classic lemonade. Shandies are popular in markets
around the world, and Rickard’s looks to captivate Canada with this
crisp, refreshing summer drink.
Lastly, this summer the Molson trademark will move outside of beer for
the first time in its 226-year history with the introduction of Molson
Canadian Cider. Made entirely from Canadian apples, its bold crisp
flavor will feature a balanced medium sweetness and medium acidity.
Consumers in the Central European region are also gravitating towards
combined beverages that offer the refreshment of a cider and the
thirst-quenching nature of beer. In the Czech Republic, Molson Coors
Europe will debut Staropramen Cool Cider Beer Mix, the world’s first
low-alcohol cider beer mix that offers a moderate choice for consumers
who want to stay refreshed this summer season. An additional moderate
choice for Hungary consumers is the non-alcoholic beer mix Borsodi
Friss Zero.
Another expected favorite comes from Molson Coors’ expansion of its
limited edition lager for the U.K. and Ireland, Carling Zest, with a new
flavor, Carling
Zest with a Hint of Ginger. The latest flavor of Carling Zest offers
a refreshingly mild taste of ginger and 2.8 percent alcohol by volume
(ABV), making it a great summer beer for a hot day. Beer drinkers in the
U.K. will also enjoy several new brews from Sharp’s, beginning with
Sharp’s first Connoisseur’s Choice beer of the year, Sharp’s
Spiced Red.
Bringing Excitement to Beer Occasions
Last year’s successful launch of Coors
Light Iced T in Canada will take on a new serving method this
summer, driven by consumer inspiration and feedback. This summer, Coors
Light Iced T will be “Nice
with a Slice Over Ice”. Considering that tea and beer are the second
and third most consumed beverages in the world after water, Coors Light
Iced T adds a new twist to the trend through its unique combinations of
the sweet maltiness of Coors Light - Canada’s favorite light beer - with
a blend of natural tea and lemon flavors.
Positive consumer response has also driven the introduction of two new
beer mixes in Central Europe. Capitalizing on the success of 2011 and
2012 beer mixes, such as Lemon and Grapefruit, Molson Coors Europe will
introduce Bitter Orange along with Blackcurrant & Lime. Beer mixes have
played a significant role in growing the beer category in the region and
have been launched as extensions to the local mainstream brands in all
nine markets in Central Europe.
To learn more about innovation at Molson Coors, watch our Innovation
in :60 video series - http://www.youtube.com/playlist?list=PL5FBFCA8B6883E05B
and visit www.molsoncoors.com/Innovation.
About Molson Coors Brewing Company
Molson Coors Brewing Company is a leading global brewer delivering
extraordinary brands that delight the world's beer drinkers. It brews,
markets and sells a portfolio of leading premium brands such as Coors
Light, Molson Canadian, Carling, and Blue Moon across The Americas,
Europe and Asia. It operates in Canada through Molson Coors Canada; in
the U.S. through MillerCoors; in the U.K. and Ireland through Molson
Coors UK; and outside these core markets through Molson Coors
International. Molson Coors is listed on the Dow Jones Sustainability
Index for North America and is constantly looking for ways to improve
its Beer
Print. For more information on Molson Coors Brewing Company visit
the company's website, http://molsoncoors.com.
Source: Molson Coors Brewing Company
Molson Coors Brewing Company
Colin Wheeler, 303-927-2443
colin.wheeler@molsoncoors.com
or
Sébastien
Charbonneau, 514-598-6966
sebastien.charbonneau@molsoncoors.com