Coors' non-alcoholic, beer-flavored.....popsicles?

Welcome to Friday. And this one’s special since it’s St. Patrick’s Day. Don’t forget to don your green or risk the pinch. Let’s get into it.

Coors’ Non-alcoholic, Beer-flavored Popsicles

Coors Light is launching beer-flavored popsicles only available for a limited time—during March Madness. Even though the popsicles are non-alcoholic, only those of legal age to drink will be able to purchase them. Vice President of Marketing for the Coors Family of Brands, Marcelo Pascoa says, “...a taste of a Coors Light Coors-icle will bring you back to a moment of chill.”

Of course, this comes as NielsenIQ reported the total sales of non-alcoholic drinks in the United States grew by 20.6% between August 2021 and August 2022. During that same range, Pinterest saw searches for “fancy non-alcoholic drinks” and “mocktail bar” grew by 220% and 75%, respectively, year-over-year.

Yet another way Coors is engaging the sober curious community, this time they’re making sure no one is left out on game day—an often isolating event for non-drinkers. Verdict’s out on whether non-drinkers will actually enjoy a beer-flavored popsicle, which is probably why this is only a limited run.

Video Game Companies are Reaching New Markets with New Mediums

While marketers have been reluctant to enter the world of advertising to gamers via traditional gaming consoles, mobile app games were a different story—until recently. During 2020, Android gaming app installs jumped 60% year over year, iOS increased nearly 20%, and marketers flocked to apps with their ad spend. But now, downloads have slowed and consumers are spending less on games.

And although gamers are seeking out cost-conscious options like free-to-play, ad-supported games, traditional gaming companies are embracing a new revenue stream: intellectual property adaptation. Nintendo launched a dedicated film and television division last year and is planning a Super Nintendo World at Universal Studios Hollywood. Gaming companies are diversifying the audiences they reach—and increasing their revenue.

The demographics of gamers are changing and becoming more mainstream—just look at the livestreaming gamers on Twitch or YouTube. Beauty brand E.l.f. launched a limited-run skincare and makeup line targeted at the gaming community back in 2022. With the success of video games adaptions, the audiences for both the adaptation and the show increase—creating gamers who want to watch the new version and new consumers who want to experience the original.

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Masterworks has built a track record of 11 exits, the last 3 realizing +10.4%, +35.0%, and +13.9% net returns even while financial markets plummeted.

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Will you be enjoying a Coors popsicle soon? Would your brand benefit from views from the gaming audience? We hope you’ll enjoy your St. Patrick’s Day and, ideally, follow it up with a restful weekend.

Thanks for joining us, and we’ll see you Monday!