Stubborn or what
Coors Brewing Co. in the UK is planning a national roll-out of its Coors Light brand later this year. In order to avoid being confused with a low calorie beer, Coors Light will be promoted as a 4.5% ABV full strength lager.
Having been test-marketed in Scotland and Northern Ireland with the tag line "full strength goes down easy", Coors is prepared to spend an estimated £12 million on the national campaign.
Let’s wait and see if its Light brand goes down easy instead of down full stop. After all, Anheuser-Busch had to take its brand Bud Light (4.3% ABV) off the UK market after two years of disappointing sales. Anheuser-Busch admitted that many British beer drinkers were confused by the word "light" because to them it meant "low alcohol" rather than "low calorie".
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