MillerCoors has revealed plans to release a new line of flavoured, “sessionable” alcoholic beverages for consumers looking for lower-calorie versions of their favourite drinks.
Called Cape Line, the range will contain about half the sugar and calories, on average, of other leading flavoured malt-based beverages.
“As a company, one of our top priorities is driving growth in above premium,” said MillerCoors vice president of marketing for innovation and national crafts Bryan Ferschinger.
“In addition to building on the foundation of existing great brands like Blue Moon, Leinenkugel’s, Sol and Peroni, another way we’ll achieve growth in the segment is through innovation.”
Cape Line will be made with six ingredients, none of them artificial. The brand aims to hit two sweet spots in the market: consumers’ desire for flavour and for lower calories.
It will enter a space that’s outperformed the beer industry as a whole over the 52-week period ending 4 August, according to Nielsen.
MillerCoors will support the brand with a “robust national marketing plan”. Ferschinger added: “With Cape Line, we are bringing a relevant, unique solution to consumers, one that we believe has significant runway.”
It is expected the new range will go on sale in the US next spring.
Earlier this year MillerCoors introduced a new light beer line called Two Hats, targeted at millenials.
However, the brewer ditched the line after just six months as it aims to focus on other brands within its portfolio.
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