Molson Coors Economy Beer Brands Surge

More affordable beer brands are on a roll at the nation’s second largest brewer and there are several reasons why.

Here’s the deal…

In spite of inflation, the premium beer segment (think Heineken or Budweiser) has been generating the majority of the profits for big brewers like Anheuser-Busch. At the same time the economy beer segment (think Keystone or Natty Light) has not. That segment is down 2.4% in volume sales over the 13 weeks that ended Sept. 24 versus last year, according to Circana.

But it’s a different story at Chicago-headquartered Molson Coors.

In the fourth quarter of 2022, Molson Coors’ four key ‘more affordable’ beer brands, Keystone Light, Miller High Life, Icehouse and Steel Reserve Alloy Series, collectively grew dollar share of the total category.

And according to the company that momentum has continued into 2023.

“Molson Coors’ economy portfolio is growing, and we haven’t been able to say that in quite a while,” Frank Cirone, senior director of marketing for Molson Coors’ economy brands told Beer & Beyond. “What’s encouraging is that the growth isn’t driven by one brand. We’re seeing share gains across many of the brands in our portfolio though the second quarter.”

Led by smart marketing efforts, Miller High Life has grown volume sales by 2.5% versus last year, while Keystone Light has increased its sales by 4.3% for the 13 weeks ending on Sept. 24 .

Miller High Life’s big year was marked by a large-scale collaboration with PLANTERS® brand nuts, which included a merch collection and a dive bar on wheels, that linked two iconic staples of bar culture.

Meanwhile, Keystone Light’s tie-in with outdoor lifestyle-apparel company Realtree has attracted drinkers with an affinity for hunting, fishing, camping and more. Earlier this year, it added a popular camo pattern to its cans and secondary packaging, it gave legal-age drinkers a chance to win a utility vehicle. The return of “The Hunt” contest and its special blaze-orange can have also boosted the brand.

We’re really excited about the major partnerships we have lined up for next year, Cirone added, “it’s time to strike while the iron is hot.”

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