UK: Coors has launched a new light beer for the UK market, Datamonitor reported on January 13. Coors’ latest attempt to capitalize on consumers' growing healthy drinking needs follows the Michelob Ultra low-carb brand, launched last summer by US rival Anheuser-Busch. Both brewers' pursuit of this market niche suggests they believe that 2004 will herald a new era in British beer drinking.

The new 'light' beer, called Coors Fine Lite Beer, will be backed by a considerable GBP19 million marketing campaign with TV and cinema advertisements beginning this week. Filmed in the Rocky Mountains in the US, the advertising message will seek to re-enforce the functional benefits of the product, in particular its "epic refreshment" qualities. A series of supporting advertisements are also planned throughout the year featuring a classic T-Rex track remixed by US DJ Jason Nevins.

Coors requires such significant resources for a sustained campaign to influence the negative perceptions many beer drinkers still have of light beers. Light beers have caused significant confusion amongst consumers; many have been known to assume wrongly that it indicates lower alcohol strength rather than low calories.

This is the second time that Coors Fine Lite has been revamped. The original Coors Lite was rebranded in 2003 in an attempt to overcome the negative perceptions British drinkers have of 'light' beers. Originally only available in Scotland in the 4.3% ABV (alcohol-by-volume) format, the latest version has increased its ABV to 5% to match the strength of Michelob Ultra low-carb brand, launched last July by US rival Anheuser-Busch.

This year will provide a significant indication of the extent to which UK consumers are ready to embrace light beers. There has been a proliferation of low calorie variants in the US and particularly Japan. However, the UK retains a notoriously ingrained drinking culture, which may limit the appeal of health conscious alcoholic drinks to British consumers. The dogged determination of both Coors and Anheuser-Busch is nevertheless testament to their belief that a market opportunity exists, and that now is the right time for manufacturers to capitalize.

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