Magazine article Marketing

Coors Bids for Gold with 16 Million Pound-Sterling Launch

Magazine article Marketing

Coors Bids for Gold with 16 Million Pound-Sterling Launch

Article excerpt

The bitter battle between the US's biggest brewer Anheuser-Busch and rival Coors crosses the Atlantic this week with the biggest launch of a premium lager yet.

Scottish & Newcastle is launching Coors Extra Gold in a newjoint venture with the number three US brewer. A massive 16m [pounds] promotional budget set aside for its first 18 months, including 11m- [pounds] worth of TV ads through agency Burkitt Weinreich Bryant is planned.

The new lager brand, which will be sold in bottles, cans and draught through S&N outlets, is being positioned in terms of price and strength against Miller Genuine Light and A-B's flagship brand Budwelser, which dominates US lager sales but has failed to meet high hopes for the UK.

The launch marks the biggest arrival on to the UK lager market since Allied Breweries launched standard lager Castlemaine XXXX in 1986. It will easily outspend all direct rivals in the premium lager sector.

The Coors campaign, starring Cheers star "Cliff" John Ratzenburger, will be aired nationally, although initially the beer will only be available in the North-west of England and Scotland. …

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