Parent company Molson-Coors picked Hungary as the first country in the region to introduce the beer. Zsolt Vuleta, the managing and commercial director of Borsodi Brewery, noted that this is a clear sign of trust towards the Hungarian company.
Hungary was chosen to launch the beer after in-depth market data analysis revealed that sales results here would give the clearest picture in the region about the “potential” of the beer.
“We are shaping our portfolio to serve the ever-evolving needs of beer lovers. We have found that more people have been keen to try new, special products in recent years. The timing is, therefore, ideal for the launch of our newest lager beer, Coors, which will be a favorite with Hungarian consumers thanks to its fresh taste and innovative packaging,” Vuleta said.
He noted that while the past few years have been turbulent for breweries in the country, this did not stifle the transition of Hungarian beer preferences towards quality products.
Coors arrives with innovative packaging. When the beer’s temperature reaches what Borsodi dubbs “Coors cold” (5ºC or 41ºF), the thermochromic ink turns the mountains on the label blue. At 4.3% ABV, Coors is an easy-drinking beer with light fruity and malty notes and little bitterness or aftertaste.
The beer has a storied past. The Coors story began more than 150 years ago, in 1873, when Adolph Coors set out for Denver, Colorado, to find the perfect conditions for brewing beer.
Drawing inspiration from the initially harsh surroundings of the Rocky Mountains, the young brewer decided to settle directly next to an ice-cold, crystal-clear stream at an altitude of 1,670 meters as the ideal place not only to build a brewery, but also to brew a cool, crisp lager. The original brewery still stands in Golden, Colorado, and generations of the Coors family have continued the brewing tradition.
An intensive ad campaign, including television spots, will accompany the introduction to Hungary. The product is available from this month in 0.33-liter bottles and half-liter cans, and on tap in some restaurants and bars. The Coors Borsodi distributes in Hungary is brewed in the Czech Republic (although it is not yet commercially available in that country).
This article was first published in the Budapest Business Journal print issue of February 23, 2024.
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