Boozin’ Blog

May 15 Kicks Off Summer Refreshment Movement with “Coors Light Code Blue”  

Golden, Colo. (May 12, 2008) – In a movement to deliver refreshment as cold as the Rockies in time for Memorial Day and the summer season, Coors Light “The World’s Most Refreshing Beer,” is declaring May 15 Cold Activation Day to celebrate its Cold Activated Bottle and Coors Light Code Blue campaign. 

Featuring a brand new look, the innovative die cut packaging indicates the beer is cold enough to drink when the mountains change from white to blue. 

“Continuing our quest to deliver the world’s most refreshing beer, we’ve improved our unique cold activated labels and are celebrating nationwide with Cold Activation Day,” said Lee Dolan, vice president of marketing for the Coors family of brands, Coors Brewing Company.   

To further celebrate the industry’s first bottles to give adult beer drinkers the ability to know when their beer is cold, Coors Light will bring “Coors Light Code Blue” to life, a signal for adult beer drinkers everywhere to enjoy Rocky Mountain cold refreshment and observe their love for the perfectly chilled beer.  A 360-degree marketing campaign including TV, radio, OOH, online and print will support Cold Activation Day and the Coors Light Code Blue campaign.  

Ever since Bill Coors invented the aluminum can in 1958, beer innovations and packaging enhancements have been a hallmark of Coors Brewing Company, with the goal of delivering the coldest, most refreshing beer to adult consumers.  Other recent innovations and packaging enhancements include:

• Vented Wide Mouth Can: A wider mouth and the first-ever built-in vent allows for a smoother pour
• Super Cold Draft: An innovative draft system that pours Coors Light below freezing
• Frost Brew Liner: The tinted blue liner that protects the refreshing taste of its beer          
• Plastic Bottle Cooler Box: The industry’s first ice-ready, one-time use cooler package

All 12-oz Coors Light and Coors Banquet bottles, as well as 24-oz Cold Activated Cans and 7-oz Coors Light bottles feature the new enhancements that bring cold refreshment to life.             ### 

About Coors Brewing CompanyCoors Brewing Company is a subsidiary of Molson Coors Brewing Company, (NYSE, TSX - TAP). It is the third largest brewer in the

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Have you ever gotten to the bottom of a beer and thought to yourself, “That was good, I just wish that there’d been less of it?”

Yeah. Me neither. Usually my thought is, “Damn, now I only have five left.”

But apparently somewhere in the bowels of the Coors marketing and packaging division someone thought that an 8 oz. beer is exactly what the masses were clamoring for. While I’m usually pretty good about keeping up with the industry this one snuck up on me. Typically, I find a press release or see a news article about new products before I actually see the products themselves but in this case I stumbled across these abominations in the cooler of a local convenience store. There they were, sitting on the rack next to regular, adult-sized cans like they had every right to do so – Coors’s new 8 oz. Silver Bullet can.

At this point I would like to point you to the company’s side of things but I can’t find it. No press release, no commercials, no nothing as far as I can tell. Except one little page on CoorsLight.com under the “new” tab and there all it says is:

Fact: With only 8 oz. to keep cool, the Silver Bullet can provides cold beer to the end of the can. Say hello to cold refreshment.

Really?

I need a beer…I’m thinking a 40 ouncer.

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Nascar fan? Well, if you are Coors wants to send you on a Four Day Nascar Weekend. Beginning this Friday you can go to their website or pick up one of the Nascar decorated Coors products that should be showing up any time.

As a special offer BoozinGear.com is making available specially made, luck-imbued Coors branded clothes and gear guaranteed to increase your chances to win the Coors contest if you wear them while purchasing your beer or visiting the website.*

Coors is offering this deal to kick off 2008, their first year to sponsor Nascar. Previously it was Anheuser-Busch. According to Coors’s press release Bryce McTavish, VP of sponsorship, said, “As the official beer of NASCAR, Coors Light celebrates not only the power of the sport, but its extremely loyal and supportive fans. Throughout the 10-month NASCAR season, Coors Light will satisfy and continually refresh the thirst these fans have for their favorite sport through unique experiences and opportunities only we can offer.”

For more information check out www.coorslight.com/racing.
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*Actually we guarantee nothing. Luck isn’t something that can be imbued into clothing or anything else so wearing these clothes will not increase your chance of winning the Coors Light 4-Day Nascar Challenge. But since these items are incredibly hot and sexy we do guarantee that wearing them will increase your chance of getting laid.**

**To be honest we can’t really guarantee that either.

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Below is a press release from our friends at Coors.  If Coors is your favorite beer then there are some cold times ahead for you.  They’ve developed a tap that’s so cold that ice actually condensces around it!  And the new Thermochromatic bottles actually change color when the beer is cold enough to drink.  In short, Coors is doing everything that that can to make sure that you never drink a warm beer again.  It’s going to be a chilly summer.

GOLDEN, Colo., April 11, 2007– As temperatures rise and summer approaches, Coors Brewing Company is announcing its latest product innovations designed to meet adult consumers’ desire for cold, refreshing beer. Super Cold Draft and the Cold Activated Bottle are just two in a long line of Coors Light product innovations, and are designed to deliver Coors Light in the coldest, most refreshing way across a variety of beer drinking occasions.

These innovations work for multiple types of retail environments as well as the way in which adult consumers choose to enjoy a Coors Light. Whether it’s the Cold Activated Bottle for a summer barbecue or an ice cold beer served from a Coors Light Super Cold Draft system, Coors Light will keep adult consumers refreshed all summer long.

“Coors Light is the world’s most refreshing beer and this round of innovations deliver on our Rocky Mountain heritage while addressing consumers’ desire for the coldest, most refreshing beer,” said Andy England, chief marketing officer, Coors Brewing Company. “Our latest innovations continue to raise the bar by delivering on our promise to provide the world’s most refreshing beer no matter where our consumers decide to enjoy a cold Coors Light.”

Cold is one of the most important considerations when consumers order a premium light beer. To provide the coldest, most refreshing draft beer, the Coors Light Super Cold Draft system will be available nationwide this year. The first pouring system of its kind in the United States, Super Cold Draft pours Coors Light at a temperature below freezing. Coors Light Super Cold Draft is dispensed from a unique bar top presence – a mountain draft tower that forms an outer layer of real ice.

According to Coors Light research, consumers want to know when their beer is cold enough to drink. To meet that need, Coors Light is introducing the Cold Activated Bottle, which features mountains on the label in Thermochromatic ink that turns blue when Coors Light has been chilled to the perfect temperature for ice cold refreshment. The Cold Activated Bottle will be available on all 12-ounce Coors Light and Coors bottles at participating bars, restaurants, grocery, convenience stores and liquor stores this May.

In addition to these innovations, Coors Light is highlighting three of its most popular packaging enhancements – the Coors Light Plastic Bottle Cooler Box, the industry’s first ice-ready bottle package, and the Frost Brew Liner with the Wide Mouth Can. The Wide Mouth Can ensures a smoother drinking experience from Coors Light and Coors cans. In addition, every Coors Light and Coors can features a Frost Brew Liner, tinted blue so consumers know it’s locking in that refreshing Frost Brewed taste.

Coors Light will support these innovations and packaging enhancements with a series of television ads that show adult consumers enjoying the benefits of these new products in a humorous way. They will also be supported with a full marketing campaign, including online, radio and out-of-home throughout the summer.

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About Coors Brewing Company

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company, (NYSE, TSX - TAP). It is the third largest brewer in the U.S. The company’s U.S. brands include Coors Light, Molson Canadian, Coors, Killian’s Irish Red, Keystone, Blue Moon, Coors NA and Zima. For more information on Coors, visit the company’s Web site, www.coors.com.

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