USA: Molson Coors to stop production of light craft lager Saint Archer Gold

Brewer Molson Coors said it will stop production of its light craft lager Saint Archer Gold, which began rolling out nationwide earlier this year, due to the disruption caused by the coronavirus pandemic, the Chicago Tribune reported on July 13.

In a memo to distributors and employees sent July 10, Molson Coors Chief Marketing Officer Michelle St. Jacques said “the effects of the coronavirus on our industry caused an immediate loss of momentum for the brand.”

At the same time, the company said it is increasing investment in hard seltzer brands like Vizzy and its Blue Moon LightSky ale. Molson Coors also is focusing on the national launch of its Coors Seltzer brand later this year.

Molson Coors, the nation’s second largest beer company, began introducing Saint Archer Gold to other markets earlier this year to compete with Anheuser-Busch’s Michelob Ultra after initially launching in four test markets last year.

The Chicago-based brewer said Saint Archer Gold performed well with consumers earlier this year, but plans to offer samples in liquor and grocery stores across the U.S. to introduce more drinkers to the brand were disrupted by the pandemic.

St. Jacques said in the memo that the company will sell its existing inventory of Saint Archer Gold and will cut off marketing for the brand.

Molson Coors bought San Diego-based Saint Archer Brewing Co. in 2015 for an undisclosed amount. Saint Archer will continue to produce other beers like Hazy IPA, Tropical IPA and its 50/50 multipack franchise, St. Jacques said in the memo.

13 July, 2020