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Coors wins millennials with scary refreshment

Coors will use this Halloween to become Australia’s first beer brand to rely on virtual reality to heighten the beer-drinking experience.

Coors will use this Halloween to become Australia’s first beer brand to rely on virtual reality to heighten the beer-drinking experience.

In the ultimate game of millennial ‘Trick or Treat’, the brand’s specially curated Night of Frights experiences will virtually transport party-goers at selected key venues to the scene of a horror movie.

Said David Coors, General Manager of Australasia for Molson Coors, “Back home in the US, Halloween not just about kids and candy, it’s long been a great excuse for adults to dress up and head to the bars.

“Since moving to Australia nearly three years ago, I’ve seen American food and culture really start to emerge, especially with millennials, and Halloween is one of the great American traditions.”

“Back in the 1980s we used the iconic Beer Wolf to help bring Halloween and Coors to life but today in Australia we wanted to connect the high energy and innovative attributes of Coors to the consumer trend of experience-seekers. As far as I’m aware, we’re the first beer brand to leverage VR to bring consumers’ Halloween experience to a whole new level.”

The scarily refreshing experience will run from 28 to 31 October at select venues nationwide including Carmen’s Nightclub in Miranda and The Beery in Terrigal (both NSW), Melbourne’s Seven Nightclub, The Victory Hotel and Johnny Ringos (Queensland) and Western Australia’s Varsity Bar and Newport Hotel. A full list is available on the Coors facebook event page.

The increasing popularity of Halloween has already helped the #coorshalloween social campaign reach almost 1.7 million consumers, with the prank video viewed over 170,000 times.

As part of the Molson Coors International portfolio, Coors is distributed in Australia by Coca-Cola Amatil.