Coors Edge benefits from non-alcoholic sector growth
Coors Edge has quietly made itself a player in the exploding non-alcoholic beer market since it was introduced in 2019.
The segment has experienced booming growth in the last three years, reaching a new high in 2021 with $236 million in sales, according to IRI multi-outlet and convenience store data. That’s up 24% from the year before and nearly 72% since 2019.
And Coors Edge has ridden the wave, growing sales 49% to $7.3 million in 2021, according to IRI. Its volume grew 38% during the same time period.
The non-alcoholic sector might be a drop in the bucket of the $38 billion total beer category, but as more consumers gravitate toward options with less alcohol, carbs and calories, the opportunity for non-alcohol beers like Coors Edge is endless, says Rose Bleakley, associate marketing manager for Coors Edge.
“This category is booming, and there is a ton of competition. But Coors Edge is holding strong. It’s loaded with untapped potential,” she says. What’s more, she says, the brand has done it without virtually any marketing support.
“Coors Edge isn’t a Heineken 0.0 that’s pumping a ton of dollars into marketing,” she says. “This is a brand that sustains itself. It has a loyal audience that wants a non-alc beer that tastes like a beer.”
Coors Edge replaced Coors NA in the brand’s portfolio in an effort to reach the growing number of drinkers looking for low- and no-alcohol offerings. At 0.5 percent alcohol by volume, is has the lowest calories and carbohydrates in its class. Coors Edge is double brewed, blending the taste profiles of two beers to produce similar flavours as Coors Banquet.