- Coors Light and the Jonas Brothers pop rock band are releasing a limited-edition batch of the beer brewed with help from the music trio, according to a press release by the beverage giant.
- The bottles will have a custom label that features the brothers' faces integrated into the image of mountains that typically adorns the beer brand's labels. The limited-edition six-pack will be available in mid-November in Boston, Philadelphia, Chicago, Nashville and Tampa.
- This is the latest episode in an ongoing relationship between the music group and Coors Light. Earlier this year, Joe Jonas offered the beer with custom labels at his wedding, while Kevin Jonas was shown sipping a Coors in the band's recent "Only Human" video.
The choice of the Jonas Brothers for this special brew is part of Coors Light's ongoing effort to target millennials who are familiar with the group from its Disney Channel days. Coors Light launched a rebranding campaign this summer specifically targeting young millennials and Gen Zers. That audience likely remembers when the Jonas Brothers were first popular, from about 2005 to 2009, potentially making Coors Light's effort a savvy move by capitalizing on the musicians' established appreciation for the beer and a healthy dose of nostalgia.
The limited-edition brew comes as millennial drinkers are more frequently buying spirits, wine and alcoholic sparking beverages instead of beer. As the Jonas Brothers band tries to make a comeback, Coors Light hopes to win over its fans and drive sales by plastering their faces on beer packaging.
Coors Light's efforts to reach millennials will likely extend beyond special brews into digital media, where these key consumers are known to spend significant viewing time. In March, as the beer brand was undertaking an agency review, VP of Coors' Brand Marketing Ryan Reis said in a statement that the company is looking to win over more 21- to 34-year-old drinkers and that it would "significantly" boost its digital and social media spending to achieve that.
Special brews are now a buzzy strategy among beer brands. Last summer, Bud Light livestreamed the brewing of a special batch of "Gloria Brew," to celebrate the St. Louis Blues' first NHL championship. Laura Branigan's classic song, "Gloria," is the team's unofficial victory anthem.