Molson Coors’ first USDA-certified organic beer launched last spring and finished 2021 as one of the top 25 new products in the U.S. beer market. Now it has just unveiled new packaging, with a fresh look that changes to green and puts its organic credentials front and center.
Made with organic hops and organic barley, Coors Pure is sugar-free and has 92 calories and 3.8% alcohol by volume, making it a sessionable choice for older drinkers looking for a tasty light beer with clean ingredients. In its new packaging, Coors Pure will be sold in 12-packs of 12 12-ounce slim cans and will be displayed alongside other Coors brands.
“The new packaging really shows the brand’s pride in its ingredients and its USDA certification, plus the new look really stands out on the shelves,” explains Katie Feldman, senior marketing manager for Coors Pure who adds that “today’s consumers care more than ever about what they put in their bodies, so Coors Pure makes sense.”
“The organic market is huge, and so is the potential of the organic beer market. About 35% of consumers say they buy organic, exclusively,” Feldman notes, pointing out that Coors Pure rotates at similar rates to other low-calorie options such as Blue Moon LightSky and its more obvious competitor, Michelob Ultra Pure Gold. “Once drinkers try Coors Pure, they keep coming back.”
It is positioned within a booming market for organic products, whose sales rose 12.4% to a record $61.9 billion last year, according to the U.S. Organic Trade Association. The brand will unveil its new packaging at next month’s Waste Management Phoenix Open; it will be on shelves nationwide in March.
