Molson Coors Beverage Co has outlined plans to revive the Ice extension of its Keystone brand in the US.
The 5.9%-ABV beer, which was withdrawn from the market five years ago, will be a “higher-ABV complement“ to Keystone’s flagship ‘Light’ SKU, which is 4.1% ABV. When contacted by Global Drinks Intel, a company spokesperson said Keystone Ice will be positioned as “a value-driven offering” – although its SRP is not yet available.
“It also comes as Molson Coors puts greater focus on its largest value brands during a time of price consciousness for many consumers,” the spokesperson added.
Keystone Ice will be relaunched in the US through the off-premise “later this summer”, in 15-packs, 30-packs and 70cl single cans.
Speaking during the company’s first-quarter results call at the end of April, CEO Rahul Goyal said: “The value segment is where we have had a leaky bucket for a long time … . We have a few things in the pipeline that we’ve announced with our network, to make sure we can slow down the leaky bucket.”
Goyal took up the CEO post in October, following the retirement of Gavin Hattersley. Goyal has been with Molson Coors since 2001, latterly as chief strategy officer.
