Coors Light is one of the most popular beers in the United States. It has a large following of loyal fans, and there are many reasons why people love it.

So buys Coors Light? Why and sometimes even more importantly, when? Answering such questions can give us insights into Coors Light’s target market so that businesses, like retailers and convenience stores, can make decisions on whether to stock Coors Light in their stores and how much to stock.

In this article, we will discuss who the Coors Light target market is and what makes this brand of beer so appealing to them.

Understanding the Coors Light Target Market

One of the best ways to understand the Coors Light target market is to understand why people buy Coors Light and the circumstances under which they buy it.

Understanding consumers’ needs and motivations for buying beer and especially this kind of beer, helps us divide Coors Light’s market into the following customer segments:

  1. People who love beer
  2. People who love Coors Light
  3. People who are looking for a light beer
  4. People who are looking for a refreshing drink
  5. People hosting a party
  6. People planning a picnic
  7. Restaurants & Bars

Let’s look at each of these segments of the Coors Light target market more closely.

#1. People who love beer

A key segment of the Coors Light target market includes people who simply love beer. They are passionate about trying different kinds of beers and learning about the brewing process. They are also willing to pay more for high-quality. They can also be fans of craft beers.

These are the people who, at a party, don’t mind what kind of beer they drink. They are lovers of beer and would just as gladly drink a Coors Light as they would any other beer.

#2. People who love Coors Light

These people are a subset of the beer lovers group and are passionate about Coors Light. They love the taste of Coors Light and might even prefer it to other beers.

They are also willing to pay a premium for Coors Light. This group is especially important to Coors Light because they are the brand’s loyal fans who will continue to buy Coors Light even when there are other cheaper options available.

It’s also worth noting that people who love Coors Light don’t just drink it at parties; they are also likely to buy it for themselves to drink at home.

#3. People who are looking for a light beer

Coors Light is known for being a light beer, and this is one of the main reasons why people choose to drink it. Light beers have fewer calories and are usually easier to digest.

Many people who choose a light beer do so because they are health-conscious and are watching their calorie intake. Others might choose a light beer because they are trying to be mindful of their alcohol consumption.

#4. People who are looking for a refreshing drink

Sometimes when people are looking for a refreshing drink, they’ll just grab a Coors Light from the fridge. This is especially true in the hot summer months when people are looking for something to quench their thirst and cool them down.

While soda and iced coffee are also refreshing, they don’t usually have the same associations with relaxation that beer does.

Note that people in this market segment may not want a beer or an alcoholic drink at all. They may be just as satisfied with a non-alcoholic drink like lemonade, ginger beer, or maybe even an energy drink or a sports drink like Powerade or Gatorade.

So these alternatives are competitors to Coors Light for the attention of this market segment.

#5. People hosting a party

This segment of the Coors Light target market is made up of people who are hosting a party and want to provide their guests with beer.

They may not have a specific brand in mind, but they know that Coors Light is a good option because it’s a light beer that will be refreshing for their guests.

People in this market segment are also usually looking for a good value, so they may buy Coors Light in bulk or on sale.

#6. People planning a picnic

Similarly, people who are planning a picnic might grab a Coors Light because it’s an easy beer to transport and it won’t get too warm in the sun. Likewise, people going to the beach might also choose Coors Light for these same reasons.

This segment of the Coors Light target market usually makes decisions based on convenience and price. They want a beer that is easy to drink and won’t cost too much money.

It should be noted, however, that not all countries permit the consumption of alcohol in public places like beaches and parks. So in these cases, Coors Light would not be an option for picnickers and beach-goers.

#7. Restaurants & Bars

Finally, businesses like restaurants and bars are a very important segment of the Coors Light target market. They usually buy beer in bulk and serve it to their customers.

While these businesses might serve other brands of beer, they know that Coors Light is a safe option that will be popular with their customers. They usually buy beers that are popular and will be easy to sell. Coors Light fits this bill perfectly.


Coors Light is a broadly loved beer and is enjoyed by people across the United States.

The Coors Light target market is a broad one and includes not just those who love Coors Light but those who love beers in general. It includes people who are looking for a light beer and those looking for a refreshing drink.

People hosting a party or planning a picnic will often choose Coors Light because it’s a good value and easy to transport. And finally, restaurants and bars also serve Coors Light because it’s a popular beer that their customers will buy and enjoy.