Coors Light has announced it will temporarily rebrand itself as “Mondays Light” to help people get through what is often considered the worst Monday of the year—the day after the Super Bowl. The company is selling a limited-edition 12-pack of beer with the new name on the packaging, which replaces the word “Coors” with “Mondays.” This special edition will be available at retailers across the country starting this month.
A TV ad promoting the rebranding highlights the difficulty of this particular Monday, with the end of football season marking the start of a long wait until next year’s Super Bowl. Molson Coors likely hopes the new packaging will attract more attention, especially after Coors Light saw a sales spike in 2023 following the controversy surrounding Bud Light. However, beer sales overall have since slowed as Americans have been cutting back on their spending.
Coors Light made waves on Monday with a series of ads, including one in the New York Times and a billboard in Times Square, where they misspelled the word “refreshment” as “refershment.”
In response to the apparent mistake, Coors Light explained it away as a case of the Mondays, saying in a statement, “Coors Light wants to thank everyone for letting us know about the errors. Very chill of you. Mondays, am I right?”
The phrase “case of the Mondays” first gained popularity from the 1999 film Office Space and has since become a well-known expression to describe the typical mood of returning to work after the weekend.
Molson Coors, the parent company of Coors Light, will air a 30-second ad during the Super Bowl on February 9. While the details of the commercial remain under wraps, it marks the third consecutive year the brand will get Super Bowl exposure, following Anheuser-Busch’s end of its 33-year exclusivity deal in 2022.
Beer sales at retailers declined by 0.6%, totaling $45.65 billion in 2024, according to data from research firm Circana provided to Brewbound. The domestic premium beer category, which includes Coors Light, saw one of the steepest declines, with sales dropping 5.5% for the year.
Overall, Coors Light’s sales fell by nearly 2% in 2024, bringing in around $2.7 billion, while its volume dropped by 3.5%. Due to these sluggish sales across many of its beer brands, Molson Coors has revised its sales forecast for 2024.