Coors Gets Serious About Pure Organic Beer

Organic beer, in its simplest form, is any beer brewed using organic ingredients. The malt, hops, yeast, flavorings, and adjuncts must have an organic label. Other than the raw ingredients, organic beer is brewed the same way as traditional beer.

Taste-wise, you wouldn’t be able to tell the difference between an organic and a non-organic beer. So the appeal of organic beers is less about taste and more about sustainability and what it offers to the planet, but of course it helps if the beer taste good.

And Coors Pure checks all those boxes…

Introduced at the height of the pandemic in 2021 and brewed with organic hops and barley, Coors Pure, which has zero sugar and only 92 calories, is a 3.8% ABV Lager that ended 2021 as a top 25 new product in the US, according to Nielsen.

And now Molson Coors is introducing a ‘green’ packaging update and clearer organic messaging supported by a national media campaign that aims to get Coors Pure in front of more consumers in a critical year 2.

“Consumers today care more about what they put in their bodies than ever before, which is why Coors Pure makes sense,”  Katie Feldman, senior marketing manager for Coors Pure explained to Beer & Beyond. “The new packaging really showcases the brand’s pride in its ingredients and its USDA certification, plus the new look really pops on the shelf.”

And with the organic market, which jumped 12.4% to a record $61.9 billion in 2020, according to the U.S. Organic Trade Association, booming the company is positioning Coors Pure as the next big thing.

“The organic market is huge, and so is the potential for the organic beer market. About 35% of consumers say they buy organic products, exclusively,” Feldman added, noting that Coors Pure lives in a valuable niche occupied by other low-cal options like Blue Moon LightSky and its most obvious competitor, Michelob Ultra Pure Gold.

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(All image credits: Molson Coors)