Amid falling sales, MillerCoors plans new identity for Coors Light

(AP Photo/Jack Dempsey)
<p>The Coors brewery is framed by golden Aspen leaves in Golden, Colo.</p>

Sales of Coors Light fell last year, and the company says it’s time for a change. According to public filings, the iconic brand will get a new visual identity, new packaging design and new TV ads beginning in the spring.

Net income for MillerCoors fell about 12 percent at the end of last year compared to the year before. Sagging economies and a strong dollar hurt sales, especially in Europe.

But, according to the company, income for all of 2014 was up 3 percent, thanks in part to the success of the new branding for Miller Light.

In other news, MillerCoors announced that the CEO, Tim Long would retire this summer. He’s lead the company since 2011.