Coors Pure gets a new look

Molson Coors’ first USDA-certified organic beer, Coors Pure, launched last spring in the US and now it has been given a new look that puts its organic credentials front and centre.

Katie Feldman, senior marketing manager for Coors Pure, said: “The new packaging really showcases the brand’s pride in its ingredients and its USDA certification, plus the new look really pops on the shelf.”

Its packaging refresh with clearer organic call-outs will be backed with national marketing support and an enhanced sampling program that aims to get Coors Pure in front of more consumers.

The brand is debuting its new packaging at the Waste Management Phoenix Open; it will be on shelves nationally in March.

Made with organic hops and organic barley, the product has zero sugar, 92 calories and 3.8% alcohol by volume. In its new packaging, it will be sold in 12-packs of 12oz slim cans.

It is positioned inside a booming market for organic products, sales of which jumped 12.4% to a record US$61.9 billion in 2020, according to the US Organic Trade Association.