E-Malt.com News article: The Dominican Republic: Molson Coors launches Coors Light in packaging with cold activated label

As part of its ongoing global growth strategy, Molson Coors Brewing Company announced on March, 22 that it has introduced Coors Light to beer drinkers in the Dominican Republic.

The Dominican Republic is the largest beer market in the Caribbean, with the light beer category estimated to make up more than half of the country’s overall beer volume, the North American brewing giant said.

“We are excited about the opportunity to bring the world's most refreshing beer to beer drinkers in this beautiful country. The introduction of Coors Light to the Dominican Republic is perfectly timed with the market’s growing enthusiasm for American beer and the unique drinking experience provided through our cold activation technology. And given the fact that the brand is already wildly popular within Dominican communities across the US, we are optimistic about its success in their home country,” said Mauricio Cardenas, chief officer for Latin America, Central America & Caribbean (LACA), Africa and Russia.

Retailers across the Dominican Republic will now carry Coors Light bottles and cans. All packages will feature mountains on the Cold Activated label that turns blue when Coors Light has been chilled to the perfect temperature for ice cold refreshment. 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 latest in a long line of innovations and packaging enhancements that have been a hallmark of Molson Coors beers.

Rob Borland, chief marketing officer for Molson Coors International stated, “The popularity of light, refreshing beer is growing globally, and Coors Light is well positioned to meet the demand. In fact, Coors Light is now one of the fastest growing international beer brands worldwide due to its distinctive brand positioning as a light, easy-to-drink, cold and refreshing beer – which we bring to life like no one else though our packaging innovations. Coors Light is now available in almost 30 countries around the world and we look forward to bringing this winning brand to even more countries across Latin America and the Caribbean in the future.”

Molson Coors Brewing Company is a leading global brewer. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light across North America, Europe and Asia. It operates in Canada through Molson Coors Canada; in the U.S. through MillerCoors; and in the U.K. and Ireland through Molson Coors UK.


23 March, 2011