US: Coors Light sales dip for first time

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Coors has seen sales of its most important beer brand slip for the first time. Coors Light, launched over 25 years ago, made up 8% of the US beer market last year, down from 8.1% the year before.

It is estimated that the fall equates to over 325,000 gallons.

"There has been a slight decline (in Coors Light)," said Laura Sankey, Coors' vice president for corporate communications. "I think it's gotten mischaracterized to feel like it's bigger, but you never want to lose share."

The brand accounts for 75% of the company's US beer volume.

A reason for the decline may be Coors' decision in late 2001 to focus Coors Light marketing on twenty-something males. Analysts say the move may have alienated older drinkers instead of boosting sales.

Coors Light's most recent campaign highlights that the beer is shipped in temperature-controlled rail cars.

"They're very product-focused ads, full of good facts about how we try to keep our beer as cold as possible," Sankey said. "I think they'll appeal to drinkers of all ages."

Sectors: Beer & cider

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