USA: Molson Coors targets “Dry January” with beer-flavour mints

North American brewing major Molson Coors has launched a limited-edition confectionery product that targets consumers cutting back on alcohol as part of the “Dry January” initiative.

Launched under the Miller Lite brand, the company’s beer-flavoured mints went on sale in its online shop from 12th January 2024, packaged in a 32 g tin priced at $5. A second and final batch of the product is due out on 19^th January.

Ffree from alcohol, the mints are said to combine the great taste of Miller Lite with refreshing notes of spearmint “to leave breath fresh and tastebuds hoppy”.

Commenting on the launch, Miller Lite vice president of marketing Ann Legan said: “We created Beer Mints for the folks participating in Dry January who might miss the taste of Miller Lite while being out with friends this January”.

Source: Forbes / FoodBev / Molson Coors