Coors to launch first organic beer


Molson Coors Beverage Company is set to release its first USDA-certified organic beer next month when Coors Pure hits shelves in the United States.

Coors Pure is made with organic hops, organic barley and water and described as a ‘sessionable, above-premium beer that meets consumers’ desire for better-for-you products’.

“With better ingredients, organic certification and zero sugar, we think Coors Pure sets itself apart,” says Nigel Jones, senior marketing manager for the Coors family of beers. “These are things people are looking for in an above-premium light beer, without sacrificing flavour.”

Coors Pure, which checks in at 3.8% alcohol by volume with 92 calories and zero sugar, is a light lager with a subtle malt sweetness along with low bitterness and a slight citrus hop notes. With a light and effervescent mouthfeel, it finishes clean and crisp with low aftertaste.

“It’s a beer for almost every beer drinker and every occasion,” Jones says. As Coors Pure launches nationally, it’s also introducing a citrus version in the northeast. The brand launched in Canada last spring as Coors Organic.

It will be available in 12 and 24-packs of slim cans, as well as single pints and 24-ounce cans.

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