E-Malt.com News article: USA: Coors Brewing Company announced its latest innovation in refreshing beers

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, the company said in its press release, April 11. 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 thermo chromatic 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.

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.


13 April, 2007