Coors Light launches on-trade promotion

Coors Light is launching an initiative which will allow pubs to introduce the beer brand at a trial price, as well as offering free kegs and staff incentives.

"Coors Light Ice Cold Refreshment Plan - Peak Profits", is designed to encourage new drinkers to the brand by driving trial, repeated purchase, and building on loyalty created.

During a set period, outlets will be able to introduce Coors Light at a trial price. As part of the promotion, available to independent on trade new stockists, free kegs will be provided, along with trial price POS support, staff incentives and rate of sale drivers.

Coors Light UK brand director, Jeremy Gibson said: "Our customers tell us that helping them activate around key main events throughout the year adds value and helps boost their profits around key times. "However they want to drive profits in their outlet everyday to ensure their brands are working hard for them consistently, not just around key events.

"With the launch of the Coors Light Ice Cold Refreshment Plan we have listened to our customers and created marketing support over the long term in order to both maintain rate of sale volumes and ultimately generate more profit for the outlet. As well as allowing more drinkers the opportunity to enjoy the ice cold taste of Coors Light."

Coors Light saw total trade volumes grow 17% over the last year — 8,000 more pints of Coors Light are being sold per day compared to last year.