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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Whether you call yourself a beer lover, booze hound, beer geek or closet drinker you can’t deny the importance to alcoholphiles the world over of St. Patrick’s Day. What began as a simple little Catholic holiday having something to do with a saint name Patrick and snakes has turned into a world-wide bacchanalia dedicated to inebriation and general craic. The Irishness aside, why can’t every day be St. Patrick’s Day?

So for the next few weeks leading up to the big day I’ll be talking about the holiday right here at the Boozin’ Blog. Today I’m concerned with one George Killian Lett and the beer that bears his name.

First you may be surprised – I know I was – to learn that George is a real man and the beer now brewed by Coors in the US and Heineken in France is based, albeit loosely, on the ale brewed at Mill Park Brewery in Enniscorthy, County Wexford, Ireland.

The regional brewery was owned by George’s family’s company G. H. Lett & Company, LTD. The wholesaler and distributor is still in business but the brewery, which opened in 1864, stopped brewing in 1956. One of its best-loved beers was Enniscorthy Ruby Ale. The brand was licensed to Coors in 1981 where it became the now familiar George Killian’s Irish Red of today.

But what’s this nonsense about lifting a pint with George? Mr. Killian isn’t doing a world-wide tour of beer drinking.  (Although it strikes me that that’s not a bad idea.  I should talk to the execs at Boozin’ Gear about sponsoring a trip for me!) No, he’s appearing on the television machine on St. Paddy Day’s evening where he’ll be toasting US drinkers. Here are all the details you could possibly need in a press release from Coors:

Enniscorthy, Ireland (February 202008) – On Monday, March 17, fifth generation legendary Irish brewer George Killian Lett will toast adult Americans in honor of St. Patrick’s Day from Enniscorthy, Ireland, the birthplace of the George Killian’s legend. St. Patrick’s Day began in Ireland in the fifth century as a religious holiday to honor St. Patrick, but these days it’s a holiday celebrated everywhere, especially in the U.S. Airing on ESPN at 8:07 p.m. EST, the toast will give American beer drinkers the opportunity to add some Irish authenticity to their St. Patrick’s Day experience.

“It gives everyone in Enniscorthy great pride to see our city’s name on every bottle of George Killian’s Irish Red,” said George Killian Lett. “My toast on St. Patrick’s Day is my opportunity to say thank you for keeping the spirit of our family’s recipe alive.”

In addition to toasting America, George will also share his favorite tips for raising a pint which include:

• Master the perfect pour every time. To achieve optimal head, tilt the chilled glass at a 75 degree angle and pour the beer slowly
• Appreciate the color. Before taking a first sip, hold the beer up to the light to enjoy the color. George Killian’s Irish Red has a rich, all-natural ruby color that comes from its slow-roasted caramelized malts
• Breathe in the aroma. As with wine, beer has taste notes that can be detected by inhaling its scent. George Killian’s is brewed with slow-roasted caramelized malts, which gives the beer its natural red color, and can be appreciated before even taking a sip
• Savor the first sip. In order to truly taste the full-bodied, yet smooth flavors of the slow-roasted caramelized malts, first enjoy a small sip. Be sure to hold it in the mouth and swish it around before swallowing
• Enjoy in good company. In Ireland the pub is at the heart of every community. Good people, good music and good conversation make a perfect pint taste even better. A requisite Irish spirit and a love of quality beer doesn’t hurt either

Based on the same family recipe from 1864, George Killian’s Irish Red appeals to beer drinkers looking to break out of their ordinary routine. George Killian’s is still brewed by singing malsters using special slow-roasted caramelized malts, that naturally deliver the beer’s unique red color and smooth bold taste. The George Killian’s Irish Red malsters sing to the malt before it goes into the kiln to encourage the barley as it’s a living organism and the singing brings out its goodness.

For more information on George Killian or George Killian’s Irish Red, please visit www.GeorgeKillians.com.

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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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Try this at home. Buy some Miller. Buy some Coors. Get three glasses. Fill the first with Miller. Fill the second with Coors. Fill the third halfway with Coors then top it off with Miller. Now mix them up so you don’t which is which. Start tasting them and see if you can tell the difference.

What’s my point? Well, to be honest I don’t really have one although if you have a particular loyalty of either of these brands this might be an interesting experiment to try.

But this little shell game occurred to me when I read this news story from the Financial Times. SABMiller and Molson will combine their US operations into the incredibly creatively named MillerCoors. The company and partnership will only exist in the US; each of the existing companies will continue to operate independently in other markets.

Apparently this move is being made as a bid to increase competition against rival Anheuser-Busch. Even so, the combined companies will control around 30% of the US beer market while AB’s share is almost 50%. What of the other 20%? That’s craft beer and imports and both – or all three for now – of the big beer companies had better watch their backs. While they slug it out, craft and import beers have made impressive gains in sales and market share over the last few years and there’s no reason to assume that this momentum won’t continue.

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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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