Coors Light Launches in Sweden

[2008-12-23 17:07:01]

Thursday, 11 December 2008
Molson Coors Brewing Co. and Spendrups Brewery have partnered to introduce Coors Light to beer drinkers in Sweden.



As Molson Coors focuses on international growth, Coors Light is now available to a selection of sports bars and casual dining restaurants throughout Sweden. In addition, Coors Light is distributed through the Systembolaget network of state-run liquor stores throughout Sweden.



The stores carry the Cold Activated Bottles, which feature mountains on the label with thermochromatic ink that turns blue when Coors Light has been chilled to the correct temperature for consumption.



According to Coors Light research, consumers want to know when their beer is cold enough to drink. To meet that need, Coors Light introduced the Cold Activated Bottle in the U.S. in 2007.



The introduction of Coors Light to the Swedish market is part of a larger Molson Coors global expansion strategy. The popularity of light beer is growing globally and Coors Light is well positioned to meet the demand. Coors Light has reported sales up over 35 percent in China and 50 percent in Taiwan. Additionally, sales of Coors Light have doubled in Ireland over the past five years, and one out of every four bottles sold in Dublin pubs is a Coors Light.



"We are excited to partner with a leader like Spendrups Brewery to bring Coors Light to Sweden," says Dave McCarthy, vice president of Europe for Molson Coors. "We intend to grow our business, and we are confident that the right partnerships will help us achieve this goal, along with our consumer-preferred brand portfolio and a proven track record of building great brands."



Market trends indicate that Swedish consumers are choosing quality products overall and are prepared to pay premium prices for what they perceive as premium beer, like Coors Light. Coors Light is available in more than 20 countries, including China, Vietnam and Mexico.
Source: beverage world
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