The Molson Coors 'Batch 19' Lager was Relaunched by the Brand
Michael Hemsworth — May 15, 2020 — Marketing
References: molsoncoors & foodbev
The Molson Coors 'Batch 19' lager has been relaunched by the brand to offer consumers an old-fashioned beer to enjoy once again that calls to mind libations from the past.
The beer was originally available from 2010 to 2015 before being discontinued, but was brought back by popular demand as consumers requested it to be brewed once again.The beer is brewed by AC Golden Brewing Co. which is a craft brewery within the Molson Cooers Beverage Co. headquarters in Golden, Colorado and is available now in the stat with a launch planned in Wisconsin this summer.
Marketing Manger for AC Golden Meagan Nelson spoke on the Molson Coors 'Batch 19' lager relaxing saying, "The number one question we get on the (Coors) Golden brewery tour is, ‘What happened to Batch 19, and how can we get it back? Seeing the success of its return to draft, and still hearing the off-premise demand for Batch 19, we decided to bring it back. Cans are what consumers are looking for when they go shopping, and what they’ll find on the shelf. If we really want Batch 19 to be successful, that’s the way we want to go. We felt like it’s an everyday great beer, and I think the versatility of a can in terms of being able to take it to a backyard barbecue, or camping or hiking, makes it fit our drinkers’ lifestyles as well.”
The beer was originally available from 2010 to 2015 before being discontinued, but was brought back by popular demand as consumers requested it to be brewed once again.The beer is brewed by AC Golden Brewing Co. which is a craft brewery within the Molson Cooers Beverage Co. headquarters in Golden, Colorado and is available now in the stat with a launch planned in Wisconsin this summer.
Marketing Manger for AC Golden Meagan Nelson spoke on the Molson Coors 'Batch 19' lager relaxing saying, "The number one question we get on the (Coors) Golden brewery tour is, ‘What happened to Batch 19, and how can we get it back? Seeing the success of its return to draft, and still hearing the off-premise demand for Batch 19, we decided to bring it back. Cans are what consumers are looking for when they go shopping, and what they’ll find on the shelf. If we really want Batch 19 to be successful, that’s the way we want to go. We felt like it’s an everyday great beer, and I think the versatility of a can in terms of being able to take it to a backyard barbecue, or camping or hiking, makes it fit our drinkers’ lifestyles as well.”
Trend Themes
1. Craft Lager Revivals - Disruptive innovation opportunity: Explore the resurgence of discontinued craft lagers and bring them back to cater to nostalgic consumers.
2. Consumer Demand for Old-fashioned Beers - Disruptive innovation opportunity: Identify and revive popular beer styles from the past to meet the growing demand for traditional and nostalgic brews.
3. Canned Beer Convenience - Disruptive innovation opportunity: Embrace the convenience and portability of canned beers to appeal to consumers looking for on-the-go options for outdoor activities.
Industry Implications
1. Craft Brewing - Disruptive innovation opportunity: Experiment with relaunching discontinued craft beers to capitalize on the growing craft beer market.
2. Beverage Manufacturing - Disruptive innovation opportunity: Develop strategies to meet consumer demand for old-fashioned beers by reintroducing retro-inspired brews into the beverage manufacturing lineup.
3. Packaging and Canning - Disruptive innovation opportunity: Innovate in the packaging and canning industry to provide convenient and eco-friendly solutions for beer brands, tapping into the rising popularity of canned beers.
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