Molson Coors, the Denver-based brewer of Coors brand beer, is taking on the challenge brought onto it and others by makers of harder liquor. The brewing company is set to come out with iced tea-flavored beer to try to boost sales and end a 3-year decline.
The hops and grains beverage known worldwide as beer is about to go beyond its typical taste to be similar to experiencing cold summer drinks.
Coors Light Iced T, reports Daily Finance, are to be sold in aluminum cans reminiscent of conventional Coors Light. It will have somewhere around 4 percent alcohol content as well.
Drinks boasting flavors like this are getting wildly popular, and tea on its own is seeing its day in the limelight. Despite its name, however, Coors Light Iced T will contain no caffeine and thus, no actual tea. But the goal of this endeavor is to lure in fans of beverages such as wine and citrus-flavored cocktails, and will initially appear in Canada says The Daily News. If it does well there, then it will be brought into the United States as well.
Beer sales have been somewhat subpar as of late according to the Wall Street Journal; producers of hard liquor such as Smirnoff Vodka and Southern Comfort are concocting their own flavored brews which is a main reason beverages with more alcohol content have become more appealing to consumers.
Denver-based Molson Coors, in addition to other beer companies such as Belgium's Anheuser-Busch are attempting to counter this trend that has been working against them for the past three years. The latter company recently announced Lime-a-Rita, a beer alleged to taste like a margarita.
Several other companies are taking the initiative with flavored beer too; Dogfish Head Craft Brewers has created what is known as Noble Rot, which is a beer produced out of wine grapes.
This is obviously not the first time iced tea and alcohol have endured hybridization, as least as far as title is concerned. Long Island iced tea, albeit not usually made with actual tea, does have a taste that might convince you otherwise if you didn't know any better. The John Daly consists of lemonade, sweet tea and vodka, and Boston Beer (parent of Sam Adams) came out with the hard tea beverage Twisted Tea.
The beer industry's past with moves like this has been, if anything, up and down, and makes predicting the future of its latest projects difficult. Ultimately, only time will tell what successes (or failures) await these flavored drinks and the beer industry all together.