When its National Beer Day, could anything make more sense than a beer run?
Coors Pure, the first USDA-certified organic beer from Molson Coors Beverage Company, is bringing the world of running and beer together with a nationwide beer run Wednesday.
The goal is to raise awareness for the new organic light beer brand, which hit shelves last month. “This is the perfect day to announce Coors Pure to the world and show runners how refreshing a beer made with three simple ingredients – organic barley, organic hops and water – can be,” says Alex Pascutoi, associate marketing manager for Coors Pure.
Coors Pure is positioned as a sessionable, above-premium option for active drinkers. At 3.8% alcohol by volume with 92 calories and zero sugar, Coors Pure boasts subtle malt sweetness along with low bitterness and a touch of citrus hop notes. With a light and effervescent mouthfeel, it finishes clean and crisp with low aftertaste.
“Coors Pure is the answer for beer drinkers who are looking for an organic, low-calorie option without sacrificing the refreshment they know and love from Coors,” says Marcelo Pascoa, vice president of marketing for the Coors family of brands. “As we approach summer, more exercise enthusiasts are making their ways to parks and streets across the country, and we’re excited to introduce a beer that is the perfect refreshment for active people.”
The beer run’s first leg is in New York’s Central Park where, from 7-9 a.m. ET, a Coors Pure team of elite runners will make their way through the park’s winding trails. Each runner will be wearing a T-shirt with a QR code – big enough to be read from 6 feet away – that people can scan for a rebate on a 12-pack of Coos Pure (full rules can be found online). All the Coors Pure runners will be masked and adhering to safety guidelines.
Elsewhere, through April 14, runners can score some Coors Pure by logging into their favorite running app and tracking a route shaped like a beer can, then submitting a screenshot of their route to email@example.com. In return, they’ll get $15 on a prepaid Mastercard to use for a 12-pack of Coors Pure.
Available nationwide in 12- and 24-packs of slim cans, as well as 16- and 24-ounce cans, Coors Pure is positioned to compete with another organic beer, Michelob Ultra Pure Gold, but it is priced in line with the lower-priced Michelob Ultra.
“We know people are looking for a light beer that’s refreshing, but also rewards them for the hard work they put in. We can’t wait for people to lace up their running shoes and give Coors Pure a taste,” says Pascutoi.