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Molson Coors targets Gen Z drinkers with limited edition Jonas Brothers beer
US beer giant Molson Coors is releasing a limited edition six-pack of Coors Light brewed by the Jonas Brothers.
The Jonas Brothers helped to brew this limited edition batch of Coors Light
During their time in Colorado on their sold out Happiness Begins tour, the Jonas Brothers made a stop at the Coors Brewery in Golden to help create heir own batch in partnership with the beer group.
The bottles, which feature a custom label that nods to the brothers’ album art, will be available for fans to purchase in from mid-November in Boston, Philadelphia, Chicago, Nashville and Tampa.
“We are long-time fans of Coors Light and were really excited to be invited out to the Coors brewery,” the Jonas Brothers said in an emailed statement.
“We can’t wait for our fans to try the limited edition six-packs of Coors Light that we helped to brew. And it’s pretty amazing that our faces are on the iconic mountains on the bottle.”
“We loved hosting Kevin, Joe and Nick out at the Coors Brewery. It’s exciting to see how they make Coors Light part of their life moments both big and small,” David Coors, president of AC Golden Brewing, said.
Molson Coors already has a working relationship with the band, having supplied bespoke bottles of Coors Light for Joe Jonas’ wedding to Game of Thrones actress Sophie Turner in June this year.
Joe Jonas had originally brought attention to Coors Light during a radio interview on Westwood One in the run-up to the wedding.
“I mean, we are getting married in France,” he said at the time, “so a lot of Coors Light is necessary.”
Like many large brewers, Molson Coors has developed new products in recent months to attract a new, younger audience. In June, the beer group announced it would start selling its first non-alcoholic, cannabis-infused drinks in Canada on 16 December in time for Christmas.
The brewing giant also entered the soft drinks market in the UK this year with a sparkling water flavoured with hops, hoping to appeal to the growing number of young consumers who are looking for non-alcoholic alternatives to beer.