Molson Coors Satisfies Consumer Thirst for Innovative Brews This Summer

30 May 2013 --- “At Molson Coors, innovation starts with the consumer, and we have to update constantly. We are in a continuous dialogue with beer drinkers and what we hear is that they like to experiment; they want interesting choices to cover a variety of occasions,” said Peter Swinburn, president and chief executive officer of Molson Coors. “With over 300 years of brewing heritage, we have a unique track record of delivering brands that are loved by generation after generation.”

Gearing up for a hot summer, Molson Coors Brewing Company is showcasing a global lineup of product innovations designed to expand its portfolio and provide consumers with the variety they want while deepening their connections to iconic brands like Coors Light, Carling, Molson Canadian and Staropramen. From the release of Third Shift Amber Lager and Molson Canadian Wheat, to a variety of Carling Zest and Leinenkugel summer brews, consumers will have everything they want to stay cool and refreshed this summer.

“At Molson Coors, innovation starts with the consumer, and we have to update constantly. We are in a continuous dialogue with beer drinkers and what we hear is that they like to experiment; they want interesting choices to cover a variety of occasions,” said Peter Swinburn, president and chief executive officer of Molson Coors. “With over 300 years of brewing heritage, we have a unique track record of delivering brands that are loved by generation after generation.”

Meeting Consumer Demand for Variety, Cold Refreshment and Natural/Local Products

Third Shift Amber Lager marks the first release in a series of award-winning beers brewed by the Band of Brewers – a group of talented brewers across the MillerCoors network in the U.S. This light lager is becoming a favorite among consumers thanks to its mild flavor profile that is perfect for a warm summer day. The Band of Brewers crafted Third Shift Amber Lager into a gold-medal winning, well-balanced, yet complex lager with a sweet maltiness, lightly toasted flavoring and subtle hops.

In February, Redd’s Apple Ale became available nationwide, following a select regional launch by MillerCoors in the summer 2012. The new apple flavored golden ale offers a crisp finish that allows the natural apple flavor to come through, making it the perfect drink choice for those looking to try something different.

U.S. consumers will also enjoy Blue Moon’s latest limited release, Sunshine Citrus Blonde. Blue Moon brewers crafted this beer to awaken the palates of consumers for the warmer weather of summer. Pairing the light citrus notes of this blonde brew with dishes such as summer salads, grilled pork and fruit-based desserts will create a perfect warm weather evening out on the patio.

In Canada, consumers can sample three new refreshing beverages this summer, beginning with the recently launched Molson Canadian Wheat. Made with all-natural ingredients like Canadian spring wheat, it is an unfiltered wheat lager that delivers a hint of malt, balanced by the fruity character of just-ripened bananas.

The Canadian market will also see the launch of Rickard’s Shandy, a blend of lager and classic lemonade. Shandies are popular in markets around the world, and Rickard’s looks to captivate Canada with this crisp, refreshing summer drink.

Lastly, this summer the Molson trademark will move outside of beer for the first time in its 226-year history with the introduction of Molson Canadian Cider. Made entirely from Canadian apples, its bold crisp flavor will feature a balanced medium sweetness and medium acidity.

Consumers in the Central European region are also gravitating towards combined beverages that offer the refreshment of a cider and the thirst-quenching nature of beer. In the Czech Republic, Molson Coors Europe will debut Staropramen Cool Cider Beer Mix, the world’s first low-alcohol cider beer mix that offers a moderate choice for consumers who want to stay refreshed this summer season. An additional moderate choice for Hungary consumers is the non-alcoholic beer mix Borsodi Friss Zero.

Another expected favorite comes from Molson Coors’ expansion of its limited edition lager for the U.K. and Ireland, Carling Zest, with a new flavor, Carling Zest with a Hint of Ginger. The latest flavor of Carling Zest offers a refreshingly mild taste of ginger and 2.8 percent alcohol by volume (ABV), making it a great summer beer for a hot day. Beer drinkers in the U.K. will also enjoy several new brews from Sharp’s, beginning with Sharp’s first Connoisseur’s Choice beer of the year, Sharp’s Spiced Red.

Bringing Excitement to Beer Occasions

Last year’s successful launch of Coors Light Iced T in Canada will take on a new serving method this summer, driven by consumer inspiration and feedback. This summer, Coors Light Iced T will be “Nice with a Slice Over Ice”. Considering that tea and beer are the second and third most consumed beverages in the world after water, Coors Light Iced T adds a new twist to the trend through its unique combinations of the sweet maltiness of Coors Light - Canada’s favorite light beer - with a blend of natural tea and lemon flavors.

Positive consumer response has also driven the introduction of two new beer mixes in Central Europe. Capitalizing on the success of 2011 and 2012 beer mixes, such as Lemon and Grapefruit, Molson Coors Europe will introduce Bitter Orange along with Blackcurrant & Lime. Beer mixes have played a significant role in growing the beer category in the region and have been launched as extensions to the local mainstream brands in all nine markets in Central Europe.