Coors Light drinkers no longer have to mix iced tea with beer
Tea is proving it can be a grown-up drink.
Molson Coors unveiled an iced-tea-flavored version of Coors Light on Tuesday, the latest in a popular movement of adult tea beverages.
“This beer is a twist on refreshment, the organizing idea that is at the heart of Coors Light,” Molson Coors CEO Peter Swinburn said in a presentation to analysts.
“Coors Light is the world’s most refreshing beer,” he added. “Iced tea is the world’s most refreshing non-alcoholic drink.”
Speaking with CNN, spokesman Colin Wheeler said the beverage will be released in April in Canada with “significant investment” backing its release. Depending on performance, the beer is likely to come to the U.S. afterwards.
According to the Wall Street Journal, the citrusy beer will have 4% alcohol content but no caffeine.
Molson Coors is also hoping to expand their niche beer brands into China and India, Swinburn added.
Liquor companies have seen profits boost under new flavors like Smirnoff Fluffed Marshmellow flavored vodka, TIME reports, and turning to flavored beers may be the only hope for the hopps industry. The big beer companies are hoping to entice cocktail and wine drinkers while also stem dropping beer revenues.
With Coors Light Iced T and Carling Zest, a limited-edition citrus flavored brew, Molson Coors is trying to take reliance off cost-cutting. Expect to see a lot more in this arena as beer companies bet on creativity and flavor over beer purism.