Molson Coors prepares ‘Dead Brewers Society’ brand

05-Jul-2017 - Last updated on 06-Jul-2017 at 13:18 GMT

New direction? Molson Coors registers new name

Molson Coors could be readying itself to launch Dead Brewers Society as a new brand, according to information recently filed with the Intellectual Property Office (IPO).

The brewer and distributor, which owns big brands including Sharp’s, Carling and Coors Light, has applied to register the name and trademark with the IPO, as first reported by The Morning Advertiser’s (MA) sister title The Grocer.

Applications for three classes of trademark – 32, 33 and 43 – were made on 22 June this year and respectively cover beer, alcoholic beverages (not including beer) and catering services.

Web domain acquired

The web domain deadbrewerssociety.co.uk was also acquired last month – but is empty – and the Twitter account @deadbrewers has also been created.

The bio on the account reads “brewing beers forgotten for years” was created in 2013, but has not been active since mid-2016. However, it carries a link to deadbrewerssociety.co.uk.

MA has contacted Molson Coors and is awaiting a reply.

Brew + Press

Meanwhile, the brewing heavyweight’s on-trade sales director Martyn Cozens recently outlined the company’s plans to bolster its focus on the ‘accessible’ craft segment with its recently-launched Brew + Press initiative.

Plans to redesign the brewer’ Coors Light brand are also underway, he said and added: “When we refresh a brand, we see an uptick in the rate of sales, as consumers are drawn to something that’s fresh and exciting and it’s important to retailers that they’ve got brands that are recognisable and that consumers want.

We launched Coors Light in the UK in 2003 and it’s always grown since then, but in the past four years we have seen exponential growth and I think it’s because consumers really get it.”