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When the Kansas City Chiefs and Philadelphia Eagles face off at Super Bowl LVII, one thing’s for sure beers will be consumed.
And Molson Coors, home to Miller Lite and Coors Light, which is running national ad spots at the big game for the first time in 33 years, is setting up massive beer display at retailers across the nation designed to showcase their popular brews.
“Fans are already stocking up for the big game, and with more than half purchasing their beer the week prior to the game, retailers have a huge opportunity to stop shoppers in their tracks with floor displays,” says Andrew McGuire, chief commercial solutions officer for Molson Coors Beverage Company told Beer & Beyond.
“One thing we know for sure is displays disrupt people’s shopping habits,” he says. “When you’re walking through the store with a huge beer display, it’s going to be a cart-stopper.”
(Courtesy Molson Coors)
“Displays are most often the reason shoppers make unplanned beer purchases, and more than half of shoppers say they buy beer from a display on at least half of their trips, according to consumer data compiled and analyzed by Molson Coors.”
This nationwide retail promotion is unique for America’s second largest brewing company in that they’ll be combining Coors Light and Miller Lite together in a retail display that also promotes Coors Banquet, Vizzy Hard Seltzer and Blue Moon Belgian White.
And again these things are HUGE…
“These brands fit the occasion, and we’re saying we’ve got something for everyone at your big game party,” Sherry Courtney, Molson Coors’ vice president of shopper marketing said. “It’s comforting for shoppers to know they can make decisions to please everyone. Plus, we know consumers drink across segments.”
And with most shoppers stocking up right now heading into the big game on February 14, Molson Coors hopes that these eye-catching displays will “push retailers across the goal line.”
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