Fine Light gets lighter as Coors goes for distribution push

Coors has reformulated the recipe for its Fine Light Beer and is embarking on a distribution drive for the brand in the convenience sector.

The brewer said the new Coors had been produced after feedback from consumers that "identified a demand for an even lighter tasting beer at an abv of 4.5 per cent". The product has also been given a pack redesign to standardise the branding across all packaging types.

Sales director John Holberry said: "Since the brand's launch in 2003 it has always been our plan to drive the light part of the Coors brand. Based on current market conditions and consumer trends, now is the right time. "

Coors Fine Light - which is brewed using a process that breaks down more starch in the beer - is being backed by an £11 million marketing budget over the rest of this year and next, which includes a new burst of TV advertising in October.

The distribution drive will target 3,000 independent retailers.