GOLDEN, Colo.- April 7, 2008--Coors Light, "The World's Most
Refreshing Beer," is celebrating Tax Day 2008 with the launch of its new Vented
Wide Mouth Can and proclaiming April 15 "National Venting Day."
Highlighting the industry's first-ever built-in vent, the Vented Wide Mouth
Can reinforces Coors Light's continuing commitment to providing beer drinkers
the best way to enjoy the "World's Most Refreshing Beer." Coors Light will
support National Venting Day with select local market activities where adult
beer drinkers can celebrate Tax Day.
"We know from talking to beer drinkers that more than half of them do not
like the way their beer pours from a can and want a smoother pour," said Lee
Dolan, vice president of marketing for the Coors family of brands, Coors Brewing
Company. "The Vented Wide Mouth is the latest step in our attempt to create a
can that drinks like a frosty glass. On Tax Day, we're giving beer drinkers a
better way to Vent."
With the industry's first built-in vent and a new eight percent wider
opening, the Vented Wide Mouth Can allows for a smoother pour and delivers a
draft-like experience that reduces the vacuum or "glugging" effect. All 12-oz
Coors Light and Coors Banquet cans will feature the Vented Wide Mouth Can
beginning in April.
Ever since Bill Coors invented the aluminum can in 1959, 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:
-- Cold Activated Bottle: Mountains on the label turn blue when the beer is
cold enough to drink
-- 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
The launch of the Vented Wide Mouth Can will be backed with a full marketing
campaign, including TV, print, online, radio, POS and out-of-home.
About Coors Brewing Company
Coors Brewing Company is a subsidiary of Molson Coors Brewing Company, (NYSE:
TAP) (TSX: TAP). It is the third largest brewer in the U.S. The company's U.S.
brands include Coors Light, Molson Canadian, Coors, George 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.
