(Montreal, CANADA) – Molson Coors revealed during an analyst conference call on Tuesday that the company is launching a new brand, Coors Light Iced T.
Iced T is the latest product introduction in a movement by large beer producers to think outside of traditional malt beverages. The wine and spirits categories have poached a relatively significant amount of alcoholic beverage market share away from large producers in recent years.
Like Bud Light Platinum and other recent product introductions, Coors Light Iced T leverages the name of the company’s top-selling product.
The launch of Coors Light Iced T will be exclusive to Canada with shipments of cans and aluminum bottles going out this month for release in April.
Molson Coors’ CEO, Peter Swinburn, said that the company is putting “significant investment into the new brand, complete with a multi-platform media launch. An ad played during the call featuring Flo Rida’s hit single, “Good Feeling.”
Swinburn noted that Coors Light Iced T is a combination of “Coors Light, the world’s most refreshing beer, and iced tea, the world’s most refreshing non-alcoholic drink.”
The company is banking on customers seeing the new product as the ultimate “summer refreshment.”
Will it eventually hit the U.S.? “[MillerCoors CEO, Tom Long] will be watching closely.”