USA: Molson Coors Brewing Company’s Coors and Coors Light named top beer brands in National Customer Loyalty Study for 3rd consecutive year

For the third successive year, Coors and Coors Light have been named Customer Loyalty Engagement Winners, honoured for their ability to engage consumers and create loyal customers, according to company’s press release, May 9.

The 10th annual review, conducted by Brand Keys Inc., a New York-based brand research company, examines customers' relationships with 361 brands across 55 categories.

Since 2005, Coors and Coors Light have been awarded top prize in the regular and light beer categories, respectively, in the Brand Keys Customer Loyalty Engagement Index. They were identified as the beer brands that come closest to meeting or exceeding expectations every time a customer encounters them. In the beer category, loyalty drivers include taste, drinkability, and appropriateness for all occasions and brewing expertise.

"We're thrilled that consumers have put us on top for the third year running," said Sara Mirelez, brand director for the Coors brands. "We are a brand-driven company that puts a lot of importance on listening to consumers, and this honor shows that we are consistently delivering the highest quality, most refreshing beer."

The relationship Coors has with its customers dates back to 1873, and is based on tradition and its Rocky Mountain heritage. Coors Light is tagged, "The World's Most Refreshing Beer," in its current advertising campaign and Coors, "The Banquet Beer," focuses on its commitment to brewing with only Rocky Mountain water and high country barley to deliver its full-flavored taste - attributes that contribute to the emotional bond loyal consumers have to the brands.

The Brand Keys Customer Loyalty Index is an annual syndicated study that examines the degree of loyalty consumers exhibit toward brands. The degree to which a brand meets or exceeds consumers' expectations in the study defines the level of loyalty a brand can expect to see over the next 12 to 18 months.

About Coors Brewing Company

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company. 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.

11 May, 2007