est Coast Cooler relaunch sees new packaging, a ready to drink can format and a pop up subscription service fronted by new brand ambassador, Emma Doran
est Coast Cooler relaunch sees new packaging, a ready to drink can format and a pop up subscription service fronted by new brand ambassador, Emma Doran

West Coast Cooler is relaunching its popular beverage with a new-look bottle, and for the first time in a can format. The iconic wine cooler, born in the 80s, is not only getting a makeover in 2022 it’s also launching a pop up can delivery subscription service, Only Cans, to keep the fizz flowing throughout the summer. Thinkhouse developed the creative campaign.

The new marketing approach sees West Coast Cooler look to strengthen the brand's relevancy in the Irish market by focusing on the dynamic new generation of drinkers. The approach, which centres on West Coast Cooler’s iconic cultural heritage and the original attitudes in Irish female friendship, drew on new research carried out by MCCP. This work explored the new consumer mindset of the target audience around the ready-to-drink category and the brand. The Youth Lab at Thinkhouse then developed the brand strategy.

Part of the brand relaunch is the new look packaging with the same great product inside. It comes in Original and Rosé, in a 750ml bottle, and new 250ml can, Original just 93 calories per can and Rosé 88 calories per can.

Speaking on the brand relaunch Assistant Brand Manager Laura Kerr said “West Coast Cooler has been a consistent consumer favourite since its inception in 1984. It's a great sparkling, refreshing light option when you want to enjoy a social drink with friends. It’s a brand that is much loved and it deserved some love. We’ve worked to create a beautiful revamp to the packaging - both the original 750ml bottles, and we’ve added something we’re really excited about, a very practical ready to drink can format. The one thing we haven’t touched is the great tasting product. We’ve also got an amazing competition with Only Cans - a really nice chance to win some of the new cans over the summer. We can’t wait to see how our original consumers and a new generation will enjoy the revamped brand look and feel.”

West Coast Cooler is teaming up with Irish comedian (and OG West Coast Cooler fan), Emma Doran to relaunch the delicious wine cooler with a competition to win an Only Cans subscription being given away on the West Coast Cooler Instagram page. The winners of the subscription will receive a West Coast Cooler tote, with a selection of West Coast Cooler Original and Rosé inside and will get further deliveries of West Coast Cooler throughout the summer.