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Sunday, April 1st 2012

MillerCoors to Release Cans of Coors Light India Pale Ale



MillerCoors Extends Coors Light Brand with new India Pale Ale

MillerCoors today said it has received approval from the TTB for labeling of 16 oz. cans of Coors Light India Pale Ale.

In an effort to further the branding of the third best selling beer in the country and to compete in the same market as beers such as Shock Top IPA, MillerCoors hopes to entice some fence-sitting beer fans with a penchant for hops.

“We need to respond to the market shift. Our customers are seeking to enjoy our entire lineup of products and we owe it to them to continue to expand that lineup and offer beers that will appeal to a wider range of tastes. Coors Light India Pale Ale will defintiely surprise some folks in the craft segment but we've got many talented brewers who truly can make a great tasting light beer with full hop flavor!” said James Teska, Vice President & Chief Brand Manager of MillerCoors. “This is the type of beer that should attract some new consumers to our brand and that is important to us as a company.” 

MillerCoors and rival Anheuser-Busch InBev have been losing market share to the craft segment for years and both have been releasing craft-style beers in an effort to make up some ground.  

“We have listened strongly to our customers and many have mentioned that they'd like to see something akin to a "session-style" India Pale Ale. We respect their opinions and we hope this product will meet their demands, and that of new consumers as well.,” Teska said. 

MillerCoors will sell Coors Light India Pale Ale in limited markets initially to measure interest and could do a nationwide release in time for summer.

Coors Light India Pale Ale is brewed with Cascade and Chinook hops from brewery-owned hop farms. It is 5.2% alcohol by volume and has 55 IBUs (International Bittering Units).

“The hops we've chosen for this beer will add a bright citrus flavor and refreshing finish, and both compliment our beer extremely well. I think people will be impressed by this product and we look forward to continuing to bring new products to the market and to enable our talented brewers to show off their talents,” Teska added. 

About MillerCoors 
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and the Sparks line of caffeinated alcohol beverages. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, WI and two microbreweries, the Leinenkugel’s 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

Posted by Russ