Molson Coors Beverage Company is bringing back its ‘peak of technology’ campaign this spring and summer, encouraging perfect beer serves through distinctive cold-activated glassware.
The campaign celebrates the brand’s trademark thermochromic ink that turns the mountain peaks on Coors pint glasses blue when the beer is perfectly chilled – ensuring every serve is enjoyed at its optimal temperature.
The campaign is being activated in the on-trade through an official partnership with LG and an in-venue promotion running from 13th April to 31st July 2026.
During this promotion, consumers can scan QR codes displayed on posters, bar stand-ups, tent cards and beer mats in venues across the UK for the chance to win one of 16 LG American Style Fridge Freezers worth £2,599.
In a further move to drive engagement, Coors has teamed up with Duncan James from chart-topping pop group, Blue.
James will front a social-first activation designed to engage consumers and create talkability around the brand throughout the key summer trading period.
Coors is currently a top 15 lager brand worth over £925m in the total UK market.
Marketing controller, Abigail Spencer, said: “The peak of technology has always been about celebrating one of Coors’ most distinctive features and helping consumers get the best possible serve every time.
“Our partnerships with LG and Duncan James allow us to bring this campaign to life in an unmissable way.
“The combination of strong in-venue activation, a compelling promotional mechanic, and Duncan’s cultural recognition is designed to create talkability, drive footfall and help our on-trade partners maximise sales throughout the key summer trading period.”
