Summer is almost upon us and MillerCoors is trying to make it as refreshing as possible with its new limited-edition beer lineup—Coors Light Summer Brew. This seasonal launch is a first for the  brand and features special-edition design series packaging that will be rolled out till mid-July.

Packaging Digest interviewed Tristi Pfeiffer, director of marketing, Coors Light, about the packaging and how the brand is trying to strengthen its connection with Millennial beer drinkers.

What is the motivation behind MillerCoors recent activity in introducing new products/packaging?

Pfeiffer: We are continuously looking for ways to meet and exceed the expectations of American beer drinkers. Millennial consumers are especially interested in trying new flavors and styles, and they also love interesting design. This summer, Coors Light is delivering on both fronts, with the radler-inspired Coors Light Summer Brew and our special edition summer design packaging.

What are the benefits for retailers and/or consumers of doing this in tandem like you have?

Pfeiffer: For beer drinkers, Coors Light Summer Brew and special “Splash” design packaging will help them live summer to the fullest, bringing a new level of refreshment to their favorite time of the year. For retailers, it’s all about delivering new ideas that both attract new customers and increase the basket ring with existing customers.

When and where (regionally or nationally) were the products introduced?

Pfeiffer: Limited-edition Coors Light Summer Brew and the “Splash” design packaging both debuted nationally May 1.

What were the key goals and requirements from a marketing view? From a packaging view?

Pfeiffer: For both initiatives, we have short-term sales goals, which are confidential. But equally important, we expect Coors Light Summer Brew and our design series packaging to reinforce the Coors Light equity in “Rocky Mountain cold refreshment” and strengthen the brand’s connection with Millennial beer drinkers.

Any third-party involvement such as a packaging consultant or design company that should be credited?

Pfeiffer: San Francisco-based Landor is the packaging design agency for Coors Light.

What were the key goals of the graphics design?

Pfeiffer: Our objective with the Coors Light design series packaging is to grab the attention of Millennial beer drinkers with designs that bring “Rocky Mountain cold refreshment” to life in new and unexpected ways, giving them yet another reason to choose Coors Light over its competitors.

Where are the products packaged?

Pfeiffer: Coors Light Summer Brew is brewed and packaged at our Albany, GA, brewery. The “Splash” packaging is running at each of our eight breweries across the country.