Coors consolidates FAB position with two range extensions

Coors Brewers is looking to strengthen its hand in the flavoured alcoholic beverage (FAB) market with the launch of two new range extensions.

June 17 will see the launch of a Reef Lemon and Lime flavour, growing the existing portfolio to five, while Coors has also expanded its value-for-money Different World drinks concept with the introduction of Java, a new range of spirit-based drinks.

Following extensive test marketing, the company is hopeful that the new lemon and lime flavour will help cement Reef's position as one of the UK's fastest growing FAB concepts.

Des Johnson, brand director at Coors Brewers, said: "The success of the trials provided us with some very compelling arguments for a roll-out into the trade.

"Reef Lemon and Lime is designed to keep the brand ahead of the game in what is a fiercely competitive and ever changing sector."

The company is backing the Reef brand to the tune of £9m during 2002 and has invested £7m in a high profile TV advertising campaign.

The launch of the Java range, meanwhile, is designed to offer licensees a more competitively priced alternative to premium packaged spirits such as Bacardi Breezer, Smirnoff Ice and Reef.

The range comprises five flavours: Ice, Tropical, Citrus, Sunfruit and Purple, and will be accompanied by trade advertising and in-outlet point-of-sale material.

Coors Brewers director of customer marketing, Tim Boyse, said: "Given the strong performance of FABs, licensees need to offer consumers a high-quality product with a clear differentiation between premium brands and value offers, depending on the occasion. The exciting new design of the Java range is designed to appeal to consumers whilst helping generate profit for licensees."