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July 9, 2021

Molson Coors Beverage Co offers Tampa Bay Coors Light made with ice rink ice

Tampa Bay Lightning won the Stanley Cup for the second consecutive season this week.

By Olly Wehring

Molson Coors Beverage Co is capitalising on Coors Light’s ‘official beer’ status for US ice hockey team Tampa Bay Lightning with a one-off brew made using rink ice.

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The brand owner will celebrate Lightning’s retention of the Stanley Cup this week by releasing Coors Light Champions Ice in the Tampa area next week. The beer has been brewed with ice from the rink on which Lightning won the trophy on Wednesday.

Coors Light Champions Ice uses ice that has been “purified using reverse osmosis membrane ultra-filtration technology”, according to Molson Coors. A limited number of 32oz (91cl) cans will also go on sale to commemorate the win.

“As an official beer partner of the Tampa Bay Lightning, we’re proud to celebrate the team’s second-straight championship win by giving Bolts fans a literal taste of the action,” said Marcelo Pascoa, VP of marketing for the Coors portfolio. “We’re no strangers to the magic of the ice, both in the arena and outside it. And now, we’ve taken that ice and have brewed it into a refreshing beer.”

The limited-edition Coors Light will be available from Monday at selected on-premise outlets in Tampa Bay.

Why brewers must not overlook their wider responsibilities in race for sales – Click here for a Just Drinks comment

Related Companies

Free Whitepaper
img

What is the impact of China’s Zero-COVID lockdowns on economic activity, consumer goods and the foodservice industry?

While wanting to protect the country from being overwhelmed by Omicron, China’s adherence to a Zero-COVID policy is resulting in a significant economic downturn. COVID outbreaks in Shanghai, Beijing and many other Chinese cities will impact 2022’s economic growth as consumers and businesses experience rolling lockdowns, leading to a slowdown in domestic and international supply chains. China’s Zero-COVID policy is having a demonstrable impact on consumer-facing industries. Access GlobalData’s new whitepaper, China in 2022: the impact of China’s Zero-COVID lockdowns on economic activity, consumer goods and the foodservice industry, to examine the current situation in Shanghai and other cities in China, to better understand the worst-affected industry sectors, foodservice in particular, and to explore potential growth opportunities as China recovers. The white paper covers:
  • Which multinational companies have been affected?
  • What is the effect of lockdowns on foodservice?
  • What is the effect of lockdowns on Chinese ports?
  • Spotlight on Shanghai: what is the situation there?
  • How have Chinese consumers reacted?
  • How might the Chinese government react?
  • What are the potential growth opportunities?
by GlobalData
Enter your details here to receive your free Whitepaper.

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