Hey, no one’s perfect…as we at American Craft Beer understand better than most. That said, there are some brewing ideas out there that are insanely misguided. So welcome to another BAD IDEAS IN BREWING…and we’re blaming Coors Light for this one.
We will never been big fans of Corn Dog and Funnel Cake Beer. Or ridiculous concepts like Beer Tea. Hatchet Hurling Bars will always be a bad idea. And we’d drink a growler of Kool-Aid before we’d ever submit to atrocities like Deer Antler Beer.
But in the world of brewing concepts, that nobody was asking for and nobody needs, Coors Light sweatsuits are right up there.
Here’s The Deal
Coors light recently conducted a survey and found out that after the holiday rush, most of us want nothing more than to chill for a week. But it’s the clothes that the respondents told researchers they wanted to “chill’ in, that’s really concerning!
According to MillerCoors’ Behind the Beer the survey found that “94% of 21- to 27-year-olds plan to wear comfy clothes (namely sweats) between Dec. 26 and Dec. 31. More than half of them plan to wear sweats more than five hours a day.”
So to cash in on this IMPORTANT finding and service the needs of post-holiday shut-ins, MillerCoors has introduced a full-body sweatsuit equipped with a hood, a full-length zipper and two pockets designed to fit cold cans of Coors Light.
They’re all about helping drinkers “embrace their post-holiday chill,” says Cat Garabrant, (who had us at Cat), associate marketing manager for Coors Light…
“We know the holidays are the happiest time of the year, but they also can be stressful with so much going on,” Garabrant says. “As we continue to build out our ‘Made to Chill’ campaign, we wanted to design the ultimate apparel to help our drinkers find moments to chill during the holidays.”
Adorned with Coors Light’s signature colors, silver, red and blue, and emblazoned with mountains, white snowflakes and the Coors Light logo, holiday shut-ins can now pretend they’re members of the Starship Enterprise, only with pockets that fit two cans of beer!
Crafted for both male and female shut-ins, and available in sizes small through extra-large, these sure to be collectable (but for all the wrong reasons) Coors Light sweatsuits retail for $30. The good news is there’s no “bad taste” testing that you have to go through, but buyers must be age 21 or over to purchase.
All proceeds from the sale of the Coors Light onesies will go to the Global Penguin Society, an international nonprofit dedicated to the conservation of the world’s 18 penguin species, so there’s that too.
Amid years of declining sales and a flood of consumers migrating to trendy lower calorie options like White Claw seltzer, Molson Coors is desperate to stem the bleeding…We’re just not sure that branded Coors Light sweatsuits is the way to do it.
And the fact that Molson Coors, decided to spend serious money on a survey into what shut-ins want to wear between Christmas and New Year’s, points to concerning management issues too extensive to address here.
In the pantheon of BAD IDEAS IN BREWIING Coors Light sweatsuits are right up there. And we suggest that the second biggest brewer in the US just stick with proven concepts like Miller Lite Ugly Holiday Sweaters.
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