Epic refreshment or your money back by Coors

Drinkers are being invited to put Coors Fine Light Beer to the taste test. Coors Brewers has always claimed that Coors Fine Light Beer offers ‘Epic Refreshment’ to its drinkers. Now it is putting that claim to the test by challenging consumers to write in if they believe the beer fails to live up to its billing.

Drinkers are being invited to put Coors Fine Light Beer to the taste test. Coors Brewers has always claimed that Coors Fine Light Beer offers ‘Epic Refreshment’ to its drinkers. Now it is putting that claim to the test by challenging consumers to write in if they believe the beer fails to live up to its billing. Shops and supermarkets up and down the country are now stocking 330ml four-pack bottles, which feature the Epic Refreshment money back promotion. Consumers can use a special voucher to claim their money back if they feel the brand – which tastes best when it is served ice cold – has not provided the promised refreshment. David Preston, Coors Brewers’ Director of Marketing for Premium lagers, said: “We are so confident about our brand’s refreshing taste that we are putting our money where our mouth is. We are confident that not many people will write in, because they will be more than happy with the brand.” The promotion is designed to encourage more people to try Coors Fine Light Beer, which was launched in the UK off trade last year. Preston added: “We know that people love the taste of the brand – so we just want to encourage more of them to try it.” Preston points out that in taste tests, 54 per cent of consumers preferred the taste of bottled Coors Fine Light Beer to that of bottled Budweiser and 60 per cent preferred draught Coors Fine Light Beer compared with Budweiser. * This response is reflected in the brand’s sales. In under a year, Coors Fine Light Beer has gained a rate of sale that is greater than established brands including Rolling Rock, Michelob and Bud Ice. ** Meanwhile, a canned version of the brand is being launched for the first time this month. It will initially be available via wholesalers. Please log on to www.coors.com for more information.