After a ‘long history of love’ with Coors Light on their social media, boyband Jonas Brothers have announced a limited-edition beer collaboration with the brand. Joe, Kevin and Nick Jonas visited the Coors brewery in Colorado while on their album tour.
The collaboration is allegedly part of the company’s larger marketing strategy to reach a younger demographic of consumers. In recent months, the brewing giant has released new products internationally that target said demographic, which includes Canada’s cannabis-infused non-alcoholic drinks (set to launch in December), as well as the introduction of Molson Coors in the UK; its official entry in the soft drinks market.
