Steel Reserve is debuting a reformulated Tiki Series with a streamlined new look that aims to unify the brand with the Steel Reserve Alloy Series line of flavoured malt beverages.

The flavour line extension, renamed Steel Reserve Alloy Series – Tiki Edition, is reducing its alcohol by volume in its cocktail-inspired Island Punch and Strawberry Daquiri flavours to 8% and dropping its price in line with the six flavours of the successful Alloy Series.

The Tiki Edition’s new, modernised look ditches the tiki-mask inspired iconography in favour of brighter colours and palm trees intended to evoke an island vibe and convey its cocktail-inspired flavours. The updated can design more clearly communicates flavours and ABV, two key factors that FMB consumers seek when they shop.

The rebrand and packaging makeover of the Tiki Edition is the first step into Steel Reserve Alloy Series’ first full brand refresh since its launch. The remainder of the series’ flavours are set to debut new packaging later this month. 

As part of its branding overhaul, Steel Reserve Alloy Series – Tiki Edition is adding 24-ounce cans, allowing for better brand blocking and a more cohesive look at retail. That’s critical to Steel Reserve’s “four-in-the-door” strategy, which is based on data that show retailers that carry four or more Steel Reserve products in a cooler door turn nearly three times faster than those that don’t.

“The goal of our new packaging is to give Alloy Series a modern facelift that appeals to the next generation of drinkers and to help it better break through in the crowded C-store cooler door,” says Rachel Rogers, associate marketing manager for the brand.

“Outlets that carry four or more Alloy Series flavours catch drinkers’ eyes, and as a result turn three times faster,” she says.

Along with Miller High Life, Keystone Light and Icehouse, Steel Reserve plays a key role in Molson Coors’ economy brand strategy with its bold flavours and C-store focus.