Sources say Coors has been quietly talking to its stable of agencies about what could be its own entry into the suddenly popular ice beer segment. A Coors entry would follow rollouts of ice beers from Molson and Anheuser-Busch in the last four weeks.
Molson is testing Molson Ice, a version of the Canadian Ice brand it has been marketing in Canada, in both Georgia and Michigan. Molson agency Lintas: N.Y. is handling the launch. Miller Brewing Co. acquired control of the U.S. marketing rights to Molson brands earlier this year.
Three weeks ago, Anheuser-Busch announced it will roll out its Cold-Filtered Ice Draft from Budweiser in Western states, before taking it national later in the year. DDB Needham Chicago handles.
Coors may be talking to its stable of agencies, including Foote, Cone & Belding and Tatham Euro RSCG in Chicago and GSD&M/Dallas about handling an assignment.
'We are very interested in new product opportunities in the ice beer category and have been watching the results of the products currently in place,' a Coors spokesperson said last week. 'We are not making any new product announcements at this time.'
Ice beer, which took Canada by storm only five months ago, uses a process that takes the beer below freezing until ice crystals form. The result is a fresher-tasting product.
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