A BREWING giant with a base in Burton has revealed it is looking towards developing markets to secure future growth.
Bosses at Molson Coors, which has its UK headquarters in High Street, have spoken about pursuing new business and driving sales in sites such as India and China, where beer volume is predicted to grow 7.9 per cent and 3.6 per cent in the five years ending 2018.
This is because volume is forecasted to fall in the US and the UK by 0.7 per cent.
To combat this, the firm has come up with some unique methods to try and win new customers.
The company discovered this recently in China, where it altered the cold-activated bottles and cans last year for Coors Light featuring images of the Rocky Mountains that turn blue when the beer is at ice-cold temperatures.
Drinking cold liquids is widely seen as undesirable in China.
Warmer beverages are considered healthier for digestion, an idea that also stems from the traditional habit of boiling water to make it safer to drink.
In light of this custom, “we dropped the temperature for the thermochromatic ink, and it still turns blue, but it’s not so cold,” Peter Swinburn, chief executive officer of Molson Coors, said.
Krishnan Anand, president and chief executive of Molson Coors International, said: “We take into account local drinking habits, but brand identity will remain the same.”
He also pointed out that in contrast to China, people in many of the Caribbean island countries drink Coors Light at freezing temperatures.
The company has paid particular attention to China, where development began a decade ago. Sales in China have had a steady growth rate of 15 per cent to 20 per cent for the past eight years.
The firm began expanding in developing countries over the past four years. In addition to its brands such as Coors Light and Carling, the company has a portfolio of beers that cater for certain areas.