Molson Coors is launching a Coors Light promotion to ‘Win the opportunity to party in the Ice Cave’.

Consumers purchasing the beer will have the opportunity to win a once-in-a-lifetime adventure to the Coors Light ‘Ice Cave’ in Les Arcs, France.

Molson Coors has launched an on-pack promotion across more than 5 million packs of Coors Light which will give consumers the chance to participate. Winners and their 3 friends will travel to the French Alps in March 2017 to embark on a series of quests, culminating with the ultimate Ice Cave Party. Runner up prizes include a wide range of Coors Light merchandise including jackets, hats and sunglasses.

A new advertising campaign featuring brand ambassador Jean Claude Van Damme is already underway to support the initiative and the wider Coors Light brand, which is currently the UK’s fastest growing lager in the top 10. An £8m overall marketing investment has been made in Coors Light in 2016.

The promotion also involves a series of experiential events including a free ‘Ice Cave Rave’ pop-up in Sheffield from 15 – 25 September, featuring live DJ sets.

Ali Pickering, Portfolio Brand Director at Molson Coors, says: “With sales up 23% in 2015, Coors Light is now the UK’s fastest growing lager in the top 10 which is a huge accolade for the brand.”

“For us, it’s not just about delivering refreshing, great tasting beer but ensuring we consistently reward our loyal customers with exciting brand campaigns and promotions, and ‘Party in the Ice Cave’ is no exception. By grabbing their pack of Coors Light in outlets, consumers will have the chance to embark on an incredibly unique experience that they’ll never forget.”

For more information and terms and conditions, visit: Winners will be documenting their journeys across social channels using the hashtag #IceCaveRave, and #CoorsLightRave specifically for Instagram.