Molson Coors Introduces Coors Light to Costa Rica

by crv.staff
30.09.09
1:30 PM UTC

Filed in Costa Rica

Image source: molsoncoorsinternational.com

San Jose, COSTA RICA (September 24, 2009) – Molson Coors Brewing Company (NYSE: TAP) and Agencias Feduro (Costa Rica) have partnered to introduce Coors Light to beer drinkers in Costa Rica. As Molson Coors focuses on international growth, Coors Light, the world’s most refreshing beer, is now available at supermarkets, convenience stores, as well as bars and casual dining restaurants throughout Costa Rica.

Cost Rica is the second largest beer market in Central America together with Panama, where Coors Light was introduced in 2007. The presence of imported premium beer brands continues to grow in Costa Rica, as is consumer’s interest in quality American brands like Coors Light. The Light beer category within Costa Rica is also growing and is estimated to make up 30% of the country’s beer market.

The introduction of Coors Light to the Costa Rican market is part of a larger Molson Coors global expansion strategy. The popularity of light, refreshing beer is growing globally, and Coors Light is well positioned to meet the demand. Coors Light travels well to new markets, particularly in Latin America, with sales up over 35% last year in Mexico and over 150% in Panama where this year it will surpass 90,000 cases after its introduction two years ago. Other markets where Coors Light is being launched this year include Trinidad & Tobago and Curacao Bonaire.

Beginning this month retailers in Costa Rica will carry Coors Light bottles and cans. All packages will feature mountains on the label with thermochromatic ink that turns blue when Coors Light has been chilled to the perfect temperature for ice cold refreshment. According to Coors Light research, consumers want to know when their beer is cold enough to drink. To meet that need, Coors Light introduced the Cold Activated Bottle in the U.S. in 2007, the latest in a long line of innovations and packaging enhancements that have been a hallmark of Molson Coors beers.

“We are proud to partner with Agencias Feduro (Costa Rica) and excited about the opportunity to bring the world’s most refreshing beer to beer drinkers in this beautiful country. The introduction of Coors Light to Costa Rica is perfectly timed with the market’s growing interest and enthusiasm surrounding American beer and the unique drinking experience provided through our cold activation technology,” said Paul Mendieta, Molson Coors managing Director for Mexico, the Caribbean and Central America. “We intend to continue growing our business internationally, particularly in this region of the world, America, and we are confident that with these kinds of partnerships, combined with our consumer-preferred brand portfolio and a proven track record of building extraordinary brands around the world, we will achieve this goal.”

“We are excited about our continued partnership with Molson Coors, which will now allow us to bring Coors Light to the Costa Rican market. The imported beer segment in Costa Rica is growing and the introduction of Coos Light fits well with consumers’ desire for cold, refreshing beer. Molson Coors has had a lot of success in similar markets and we look forward to helping Costa Ricans satisfy their thirst for cold refreshment and experience the unique innovation delivered though cold activation,” added Larry E. Maduro, President of Agencias Feduro (Costa Rica).

Coors Light is available in more than 25 countries, including Mexico, Panama, Ireland, and China.

The introduction of Coors Light to the Costa Rican market is part of a larger Molson Coors global expansion strategy. Sales are up more than 150 percent in Panama where this year it will surpass 90,000 cases after its introduction two years ago, said the company. Other markets where Coors Light is being launched this year include Trinidad & Tobago and Curacao Bonaire, it said..

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