VIDEO: Molson introduces Coors Light Iced T

With patio season quickly approaching, Molson Coors Brewing Company is hoping to lure more summer beer drinkers into the growing flavoured beer market with the launch of an iced tea version of Coors Light. “We’re on a mission to delight beer drinkers,” said Jennifer Davidson, vice-president of marketing for Coors Light during a media event in […]

With patio season quickly approaching, Molson Coors Brewing Company is hoping to lure more summer beer drinkers into the growing flavoured beer market with the launch of an iced tea version of Coors Light.

“We’re on a mission to delight beer drinkers,” said Jennifer Davidson, vice-president of marketing for Coors Light during a media event in Toronto on Wednesday.

“This is our biggest launch in a decade and we believe this will be the drink of 2012.”

With some teaser ads already in-market, Molson will promote the new Coors Light Iced T label with a marketing campaign from DraftFCB that includes television, out-of-home, online, social media and PR activities. The work will roll-out in the coming weeks.

The campaign will also include an extensive sampling program with a goal of reaching one million Canadians. “Trial is paramount,” said Davidson. “We need to get this beer on people’s lips.”

To develop the product, Molson tasked Coors Light brewmaster Steve Stradiotto with “delivering a new taste on summer refreshment.” The new product is brewed the same way as Coors Light (both have 100 calories). The iced tea flavour comes from a blend of botanicals and natural lemon added during the filtration process.

Stradiotto and his team came up with 150 variations of the beer before turning it over to consumer testing.

The new brew isn’t the first time Molson has added a hint of flavour to a product line. Last year, the company introduced lemon and lime to its low calorie beer label and called it Molson Canadian 67 Sublime. The move sparked a reaction from competing brands, and consumers could soon buy Moosehead Light Lime and Red Baron Lime.

While flavoured beer has helped woo female consumers that might otherwise reach for a glass of wine or a cooler, Davidson insists Coors Light Iced T appeals to everyone.

Brands Articles

Time for marketers to abandon the safety of the high ground (Book excerpt)

Engagement in the age of tribes means engaging face to face – and pissing the right people off on purpose

Subway Canada gets crafty with new ad campaign

The quick service restaurant touts the art of crafting the perfect sandwich

Crafting small market identity with big market marketing

Shock Top captures a little craft beer identity in a bottle

How to break blind brand loyalty

A new study unveils how brands can disrupt tech habits and win new consumers

Campbell Company of Canada names new president

SC Johnson vet Ana Dominguez takes the helm, replacing Philip Donne

Watch This: Canadian Tire talks to parents about back to school

Moms and dads share a few thoughts (and a few tears) on their kids' first day of school

Ottawa Senators make headlines with new CMO hire

Longtime newspaper executive Peter O’Leary starts his new position Sept. 22

Scotiabank’s Tangerine brand gets a PHD in media

Tangerine CMO Andrew Zimakas on why PHD won the account