Molson Coors Brewing Company  (TAP), the North American brewing giant, has expanded the availability of Coors Light in the Dominican Republic. The premium light beer will be available in cans and bottles and retailers will carry them to the supermarkets, convenience stores, as well as bars and casual dining restaurants throughout the Dominican Republic. Light beer constitutes more than half of the country’s overall beer volume.

The Dominican Republic is the largest beer market in the Caribbean. The imported premium beer brands continue to rule this region, with growing consumer interest in quality American brands like Coors Light. Management noticed that the Coors Light Brand is already very popular among the Dominican communities across the US and is therefore optimistic about its success in their home country as well.

Coors Light is gaining wide popularity as an international beer brand due to its distinctive brand positioning as a light, easy-to-drink, cold and refreshing beer. It is Molson Coors’ largest-selling brand and the third best-selling beer in the United States. Coors Light is now available in almost 30 countries around the world.

The Coors Light beer comes in a ‘Cold Certified’ can, meaning that the beer is ice cold and ready for consumption. This specially certified can features mountains on the label with thermo chromatic ink that turns blue when Coors Light has been chilled to provide ice cold refreshment. A Coors Light bottle or can has 102 calories per 12-ounce serving, containing 4.2% alcohol by volume.

The launch of the premium brand in Latin America and the Caribbean is a part of a global growth strategy taken up by the company. Molson Coors has been launching its light beer brand successfully throughout the world. In 2010, it introduced Coors Light in Russia, the world’s fourth largest beer market. In 2009, Molson offered the chilled beer to beer drinkers in Trinidad & Tobago of the Carribean.

Molson Coors, which faces stiff competition from Anheuser-Busch InBev ( “>BUD), maintains a ‘Neutral’ rating on a long-term basis. Further, Molson Coors holds a Zacks #3 Rank, which translates into a short-term ‘Hold’ rating.

 
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