On May 7—National Beer Day—Molson Coors has unveiled its first USDA-certified organic beer, Coors Pure. The new brew is available nationwide.
Tapping into the “healthier for you” beverage trend, Coors Pure is 92 calories with zero sugar. It’s a USDA-certified organic light lager, with a subtle malt sweetness along with low bitterness and slight citrus hop notes, the brewery reports.
“Coors Pure is the answer for beer drinkers who are looking for an organic, low-calorie option without sacrificing the refreshment they know and love from Coors,” says Marcelo Pascoa, VP of marketing at Molson Coors. “As we approach summer, more exercise enthusiasts are making their ways to parks and streets across the country, and we’re excited to introduce a beer that is the perfect refreshment for those who also try to live a healthier life.”
In support of this launch, Coors Pure has hosted a beer run, with the chance to receive a free 12-pack of the new product. The company has set loose professional runners, wearing QR codes, in some of New York City’s most popular running destinations — including Central Park. Get close enough to capture the code and you can win free beer.
Also, from April 7 to 14, consumers can track their beer-can shaped run on their running app, submit a screenshot of the run map on email to firstname.lastname@example.org and receive a Coors Pure on the brewery.
The Coors Pure Beer Run campaign is supported across digital channels, including TV, YouTube, Facebook, Twitter, Instagram, Snapchat and podcasts.
Coors Pure is available now in 12- and 24-packs of slim cans, as well as single 16 and 24-oz. cans. Consumers can locate Coors Pure near them by visiting the brand’s website.