Molson Coors Brewing Company (NYSE: TAP) and NWT Enterprises Ltd. have partnered to introduce Coors Light to beer drinkers in Trinidad & Tobago. As Molson Coors focuses on international growth, Coors Light, the world’s most refreshing beer, is now available at supermarkets, convenience stores, as well as bars and casual dining restaurants throughout the country.
Within the Caribbean, Trinidad & Tobago is the fourth largest beer market and has the highest per capita consumption. The presence of imported premium beer brands is a growing category in Trinidad & Tobago, as is consumer’s interest in quality American brands like Coors Light. Coors Light is now available in ten countries across the Caribbean.
The introduction of Coors Light to the Trinidad & Tobago market is part of a larger Molson Coors global expansion strategy. The popularity of light, refreshing beer is growing globally, and Coors Light is well positioned to meet the demand. Coors Light travels well to new markets, particularly in Latin America, with sales up over 35% last year in Mexico and over 150% in Panama where this year it will surpass 90,000 cases after its introduction two years ago. Other markets where Coors Light is being launched this year include Costa Rica and Curacao Bonaire.
Beginning this month, retailers in Trinidad & Tobago will carry Coors Light bottles and cans. All packages will feature mountains on the label with thermochromatic ink that turns blue when Coors Light has been chilled to the perfect temperature for ice cold refreshment. According to Coors Light research, consumers want to know when their beer is cold enough to drink. To meet that need, Coors Light introduced the Cold Activated Bottle in the U.S. in 2007, the latest in a long line of innovations and packaging enhancements that have been a hallmark of Molson Coors beers.
“We are proud to partner with NWT and excited about the opportunity to bring the world’s most refreshing beer to beer drinkers across these beautiful islands. Beer drinkers across the Caribbean are flocking to Coors Light as a uniquely refreshing beer and we are confident that with these kinds of distribution partnerships, combined with the distinctive brand promise of Coors Light, we will continue to grow this brand globally,” said Paul Mendieta, Molson Coors Managing Director for Mexico, the Caribbean and Central America. “Trinidad & Tobago has a strong beer drinking culture and the introduction of Coors Light is perfectly timed with the country’s growing interest and enthusiasm surrounding American beer and the special drinking experience provided through our cold activation technology.”
“We are pleased to be partnering with Molson Coors to bring Coors Light to the market. The imported beer segment in Trinidad & Tobago is growing and the introduction of Coos Light fits well with the population’s desire for cold, refreshing beer. Molson Coors has achieved a lot of success in similar markets in the Caribbean and we look forward to helping our friends satisfy their thirst for cold refreshment whether it’s at Carnival or just limin on the beach,” added John-Paul Tannous, Director of NWT Enterprises Ltd.
Coors Light is available in more than 25 countries, including Costa Rica, Mexico, Panama, Ireland, and China.