SAN DIEGO
,
January 22, 2024
(press release)
–
Key Highlights: *
*
* All of
Original Press Release:
Strong core brands, healthy partnerships and a keen awareness of what younger legal-age drinkers want are helping fortify Molson Coors’ portfolio in the
That was the message
And the plan for 2024? “The next goal is accelerating our growth,” she said. Core brand momentum When asked about Molson Coors’ gains in 2023, Colucci talked about the company's massive growth in 2023 and how that momentum positions the portfolio for success in 2024 - particularly its core brands. “We’ve followed a clear strategy for the past few years and turned around our business,” she said. “We’ve established a new baseline, and we have confidence going into 2024. Will there be a lot of noise in the industry this spring about what success looks like? Sure, but with a healthy portfolio, strong plans, more space at retail and a successful strategy, we’re ready for the year ahead.” While
“Every one of our core beer brands grew share, net sales revenue and volume in the both the
Building on strong brand foundations “We’ve continued to focus on our brands, rather than our competitors – and build strong foundations and playbooks that we continue to draw from,” she said. That includes Miller Lite’s “Taste Like Miller Time” platform, which helped the brand grow its highest recorded levels of household penetration with Latino consumers in 2023. Colucci also said that Coors Light will evolve its successful “Made to Chill” campaign to “Choose Chill” this year, “a new, refreshed take on what it means to be chill in the world today,” with an emphasis on reaching legal-age Gen Z drinkers while continuing to connect with longtime fans of the brand. Driving relevance with legal-age Gen Z consumers Colucci says
She also discussed how Gen Z insights played a key role in developing Happy Thursday, the new bubble-free spiked refresher that
“Happy Thursday is one of the best examples of how we worked with and listened to (younger legal-age drinkers) to build a brand from the ground up,” she said. “We saw that (these) drinkers were using milk frothers to decarbonate their favorite drinks, like seltzers. We paired that with insights from other industries where non-alc refreshers are hugely popular, and we landed on a brand that truly delivers on what younger legal-age consumers want.” Featuring flavors like strawberry, pineapple starfruit, black cherry and mango passionfruit, the bubble-free spiked refresher was built in collaboration with its target audience and the cultural moments that influence them, Colucci said. Innovate, but keep it focused Colucci said
“Consumers are entering the beer category through flavor, and younger legal-age consumers are twice as likely to buy a flavored-alc beverage than other generations,” she said. A
That leads up to Coors Light starring in its own
“Last year we had our first
“We did well last year, and we believe we are going to crush this year,” she said. Source:
[Category: New Offerings]
Colucci credited the company’s focus on building clear brand foundations, which she said was key to winning over consumers looking for new options in 2023.
* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.
