Independent Brewers Open Membership, Launch Awards
The Society of Independent Brewers is expanding membership with three new member categories launching in 2022, starting with International Brewing Membership, which opened Aug. 1.
SIBA membership is open to independent breweries anywhere outside of the United Kingdom and includes a range of membership benefits, including access to the newly launched SIBA International Beer Awards.
“SIBA will offer our new International Brewing Members a variety of brewery business tools, U.K. promotional opportunities for their beer and brands, professional advice on essential business areas such as marketing or UK legislation, and free delegate tickets to BeerX – the U.K.’s biggest beer and brewing trade event – where our new International Awards will take place,” said Neil Walker, SIBA head of comms & marketing.
Only SIBA members will be eligible to enter beer into the SIBA International Beer Awards, with a broad variety of internationally recognized style categories judged by some of the U.K.’s most experienced beer judges, beer sommeliers and master brewers.
The awards include Belgian, French and Trappist styles, among others, alongside pale ale, IPA, speciality & sour beers, as well as more traditional British styles such as bitter and stout. The judging and awards presentation will take place as part of BeerX UK in March.
“Our new SIBA Independent Beer Awards are a truly unique competition and a first for the U.K. We’re really excited about bringing in craft breweries from across the globe and can’t wait to see who comes out on top. All of the judging and the awards presentation will take place at BeerX – the U.K.’s biggest beer and brewing trade event – so winners will get to accept their awards on the UK’s most prominent beer industry stage,” Neil said.
The trade association will bring amateur brewers into the fold, offering advice on turning professional, as well as the opportunity for technical Q&As with well-known craft brewers, a quarterly printed magazine, brewing tools and guidance, plus a new homebrew competition – again set to take place at the flagship BeerX event.
The final new member category, launching by the end of 2022, is to open SIBA membership to bottleshops – offering advice, guidance and Government lobbying support, as well as access to an exclusive retailer showcase at BeerX and more.
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Coors Light Thirst Trap Captures Mosquitoes
Summer is in full swing, but along with the heat comes the ultimate buzzkill to your backyard chill sesh – mosquitoes. A study shows that drinking just 12 ounces of beer makes you more likely to get bitten by mosquitoes. That does not make for a chill summer day.
Coors Light, the official beer of everything unofficial, is giving mosquitoes some beer of their own so you can kill their buzz with the new Coors Light Thirst Trap, a mosquito trap designed to rid your summer days of pesky bugs.
“Warm weather, outdoor activities, and laidback chilling are some of the reasons why summer is undeniably the best season of the year. But with the good also comes the bad, and pesky mosquitoes can be a buzzkill,” says Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “The Coors Light Thirst Trap is an attachment designed to fit on a 12 ounce can of Coors Light and will lure mosquitoes into the can with no way out.”
Once you drink most of your beer, snap on your Coors Light Thirst Trap and only sacrifice a few sips of your delicious brew to the mosquitos. They can enjoy their own Coors Light while you crack open your next one, without the bother of buzzing mosquitoes. Watch the video to see how it works.
Starting July 27, consumers can enjoy their summer mosquito-free with the Coors Light Thirst Trap, available for purchase for $5 at shop.coorslight.com. Coors Light will release a limited number of traps each day at 10 a.m. CST from July 27 through Aug. 5 (Monday-Friday only).
As the beer of everything unofficial, Coors Light is celebrating the best moments of summer, like enjoying an evening outside bug-free. In May, the brand released a new national TV spot, introduced new packaging, and is rewarding consumers with experiences, prizes and more.
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Coors Light Energy-Efficient Rooftop Ads Have Chilling Effect
Globally, 2021 was ranked the fifth warmest year on record since 1880, according to the European Union’s Copernicus Climate Change Service. Heat waves are more frequent, and in Miami, there have been more 90-degree days than ever before. Air conditioners are humming non-stop, utility bills are skyrocketing, and overall, it’s just hotter.
In response, Coors Light has debuted Chillboards, rooftop billboard installations proven to cool buildings down.
The minimally branded rooftop installations are located atop apartment buildings in Miami and painted with Mule-Hide Finish reflective white roof coating, a formula proven to reflect 85 percent of sunlight. On one rooftop tested, Coors Light discovered the ad lowered the surface temperature of the roof by as much as 50 degrees. View how it works in this short video.
“The science behind Chillboards is actually pretty simple, dark surfaces absorb sun rays, but specially formulated white coating reflects them, resulting in a cooler temperature,” said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “We realize not everyone will be able to paint their roofs white, but we hope to inspire Americans to make choices that reduce energy usage and puts a few dollars back in their pockets.”
The new rooftop Coors Light ads, which have different phrases such as, “Chillboards” and “Ads Nobody Can See, But Everyone Can Feel,” are written in the typeface “coolest,” designed to cover more than 95 percent of the surface space in reflective white paint.
“Simple and cost-friendly initiatives like Coors Light Chillboards can have a significant impact on the quality of life for renters and homeowners,” said Jane Gilbert, Miami-Dade chief heat officer. “If more communities started seeing the value of painting roofs white, we could cool down millions worldwide.”
In support of the energy-saving program, Coors Light is giving away 5,000 gallons of roof coating. For more information, visit www.Chillboards.com.
Coors Light worked with Creative Director Set Free Richardson and Street Artist Andulaz The Artist to produce the Chillboards.
In March, Coors Light spearheaded efforts for Molson Coors to move away from six-pack plastic rings by the end of 2025, a move that will eliminate 400,000 pounds of single-use plastic annually. Learn more about Coors Light sustainability agenda.
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