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(Courtesy Keystone Light / Molson Coors)
With beer sales slowing, it’s never been more important for producers to ensure that their beers stand out at retail, and Keystone Light is but the latest…
Here’s the deal…
Molson Coors’ leading economy beer, Keystone Light, is no stranger to shaking up its can designs and packaging. In July Keystone Light celebrated Independence Day with special patriotic imaging that honored the USO and the military families it serves. And then going into hunting season they retuned their special blaze orange camo cans as part of their “In The Hunt” campaign.
But what Keystone Light hasn’t done in years was update its core beer’s design, until now.
For the first refresh in seven years, even the Keystone Light logo has been tweaked, looking bolder and more modern.
The two biggest imaging change are the prominent use of gold and a bigger focus on the mountain scene. Gold had been a part of the brand’s color scheme for years but used sparingly. Now that same shade of gold appears in the “Light” part of the brand’s name and in the mountain scene.
Keystone Light’s marketing manager, Matt Lafferty told Beer & Beyond that every part of the design was carefully considered to help appeal to its core consumers.
“We wanted to bring more of the outdoor lifestyle our consumers love to our cans and packaging, That’s why we went all-in on a mountain refresh and emphasized the gold accent color to make the packaging pop.”
“This modern design helps us do a better job signaling quality to potential consumers,” added Lafferty. “We want legal drinking-age consumers to rethink our brand.”
The refresh is part of the company’s goal to build upon its rural core and attract a whole new sector of more youthful consumers to the brand.
“The process started with us focusing on both the consumers who’ve loved Keystone Light for years and the new generation of legal drinkers who were starting to discover the brand,” says Lafferty. “Many of these people are from rural communities, so we decided to celebrate them by being present in the places and occasions where they’d reach for a Keystone Light, including during outdoor activities where they’d spend time with friends and family.”
According to Molson Coors, the new cans and packages are already in some markets and should be completely rolled out by the end of January.
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