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Success Case Study: Coors Light Summer Brew – Leveraging a Successful Seasonal Limited Edition

Success Case Study: Coors Light Summer Brew – Leveraging a Successful Seasonal Limited Edition


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.


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Understand the relevant consumer trends and attitudes that drive and support innovation success.

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Reasons 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?

Key Highlights

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.

Please Note: Due to the brevity and/or nature of the content posted, there is no table of contents available for this report.

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