Success Case

Publisher     :
Published     :
May 2015
Delivery Method     :
By product vendor
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Product Code     :
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Price :   £ 316.00

Coors Light Summer Brew incorporated a new summer-themed packaging design that reinforced the product's refreshing qualities. After strong seasonal sales the radler-inspired beer, which is infused with a blend of "natural" citrus flavors, will return in 2015 as Coors Light Citrus Radler.

Reason to buy
" Why is Coors Light Summer Brew considered an interesting case?

" What consumer insights, and broader industry context, underpin the launch strategy?

" What can I learn and apply from the brand concept?

" How will the popular radler segment evolve going forward?

Radler-inspired beers are popular elsewhere and neatly reinforced Coors Light's brand equity in "Rocky Mountain cold refreshment." Additionally, seasonally relevant brand extensions add credibility to new flavors.

Brewers leveraging the reassurance of trusted brands with gender-neutral, radler-themed extensions is likely to continue.