Coors Light
A light lager marketed as the world's most refreshing beer.
Coors Light is a light American lager with a 4.2% ABV, brewed by Molson Coors in Chicago, Illinois. The Coors Brewing Company first produced it in 1978. A different low-alcohol beer also called Coors Light had been briefly sold in 1941 but was discontinued after a year. The beer is made in Golden, Colorado; Albany, Georgia; Elkton, Virginia; Fort Worth, Texas; Irwindale, California; and Milwaukee, Wisconsin, among other U.S. locations. In Canada, the ABV is 4.0%, and it is brewed by Molson Coors Canada Inc. in Moncton, New Brunswick; St. John's, Newfoundland; Longueuil, Quebec; Toronto, Ontario; and Chilliwack, British Columbia. In Australia, the United Kingdom, and Ireland, the beer is sold simply as "Coors."
Its main competitors are Miller Lite and Keystone Light—both also owned by Molson Coors—and Bud Light, owned by rival AB InBev. Coors also markets Coors Banquet Beer as "America's fine light" due to its lighter body and color at introduction, which has caused confusion between the two brands, especially since Coors Light is labeled as Coors in Europe.
The beer features a "Cold Certified" label where mountains turn from white to blue when the can reaches 39°F. This gimmick led to the phrase "Mountains are Blue" among working-class Western Americans. A two-peaked mountain icon is part of the logo; as of 2020, the blue liner from the cold-activated can was removed. Advertising highlights the beer as the most refreshing place on earth and targets young demographics with ads set in desirable locations. The Cavalry agency in Chicago created the "Reach For The Cold" campaign featuring Coors Light Explorers. In April 2013, a digital video showed the brewer ambushing a summer pool party with winter cold, and Adweek named it ad of the week. The tagline "perfect shot of refreshment" was used under the "Silver Bullet" slogan, referencing the silver can.
In May 2013, the Coors Light aluminum pint—using Ball Corporation's Alumi-Tek bottle—won a Gold Award from The Packaging Association and the Canadian Packaging Consumers Voice Award, praised for graphics, recyclability, and its wide mouth and resealable closure.
Quick Facts
- Abv
- 4.2%
- Manufacturer
- Coors Brewing Company
- Origin
- United States
Facts from the source article.
Lore & Background
Coors Light was first introduced in 1941 as a lower-alcohol beer but was discontinued after one year. It was reintroduced in 1978 to compete with Miller Lite as a diet beer. The beer is brewed at multiple locations across the United States and Canada, with the Canadian version having a slightly lower ABV of 4.0%. In Australia, the United Kingdom, and Ireland, Coors Light is labeled simply as 'Coors', which has caused confusion with Coors Banquet Beer, marketed as 'America's fine light' due to its lighter body and color. The brand's 'Cold Certified' label features mountains that turn from white to blue when the beer reaches 39°F, leading to the phrase 'Mountains are Blue' among working-class Western Americans. The mountain icon, a stylized two-peak design, has been part of the logo, though the cold-lined can conditioning blue liner was removed as of 2020.
Reader's Guide
Coors Light holds a significant place in the American light lager market as a direct competitor to Bud Light and other Molson Coors brands. Its reintroduction in 1978 capitalized on the growing demand for diet beers, and its packaging innovations—such as the temperature-sensitive label and the aluminum pint can—have garnered industry awards. The brand has been involved in controversy over advertising claims deemed potentially misleading, including assertions that its can was technologically superior. Despite this, Coors Light has maintained a strong marketing presence, sponsoring major events like the NHL Stadium Series and NASCAR, and targeting young demographics through campaigns such as 'Reach For The Cold'. Its sponsorship of LGBT pride events since 1998 and its role as the 'Official Beer of NASCAR' since 2008 underscore its broad cultural reach. The beer's international expansion under Molson Coors International has extended its footprint into Asia, Europe, Latin America, and the Caribbean, though labeling variations persist.
Did You Know?
- The 'Cold Certified' label turns the mountains from white to blue when the beer reaches 39°F.
- Coors Light won a silver medal at the Great American Beer Festival in 2005 in the American-Style Light Lager category.
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