Molson Coors launches first organic beer

Molson Coors has launched its first USDA-certified organic beer across the US in celebration of National Beer Day (7 April).

Coors Pure is a light lager with low bitterness, citrus hop notes and malt sweetness, with 92 calories per can and zero sugar.

To celebrate the launch of Coors Pure, the company is calling on runners and beer lovers across the country to participate in a 'beer run' - challenging them to run in the shape of a Coors Pure can for a chance to win a 12-pack of the new beer.

For New York City residents, Molson Coors will be setting professional runners loose in Central Park wearing giant QR codes. If a person can catch up close enough to scan the QR code, they can also claim a 12-pack of Coors Pure.

Here's how to participate in the Coors Pure beer run:

• If you live in NYC, follow the Coors Pure professional runners around Central Park from 7am-9am on 7 April, scan the QR code on the back of their shirts, and redeem your 12-pack of Coors Pure
• If you don’t live in NYC, from 7-14 April you can track your beer-can shaped run on your favorite running app, submit a screenshot of your run map on email to beerrun@coorspure.com
• For more information, please go to coorspurebeerrun.com

Marcelo Pascoa, vice president of marketing at Molson Coors, said: "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.

"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 those who also try to live a healthier life."

The Coors Pure Beer Run campaign is being supported across digital channels, including TV, YouTube, social media and podcasts. 

Coors Pure is available now nationwide in 12- and 24-packs of slim cans, as well as single 16 and 24-ounce cans.

7 April 2021 - Bethany Whymark