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COORS BREWING CO. INTRODUCES COORS EXTRA GOLD LIGHT; THE RICH, SMOOTH, DARKER LIGHT BEER

 GOLDEN, Colo., April 1 /PRNewswire/ -- It's light, yet dark. It has a rich taste, dark golden color and character of a premium beer, yet Coors Extra Gold Light is a light beer with only 108 calories.
 Coors Extra Gold Light, a new product from Coors Brewing Co., will be available April 5, in 20 select markets.
 "There is a growing market for a richer-flavored, light beer alternative," said Gary Skovsted, brand director. "We've developed Coors Extra Gold Light to meet the needs of two consumer groups. One group is premium beer drinkers who have not yet embraced light beers because of their perceived lack of flavor. The other group is light beer consumers who are actively looking for new brands that offer richer taste and more traditional premium appearance while still delivering the reduced calories and smooth drinkability of light beers."
 According to Skovsted, the beer category has undergone tremendous changes over the past 15 years. Premium products that once were the category leaders have, in many cases, been replaced by light brands offering fewer calories, and, in many cases, less flavor.
 "According to industry reports, the premium light category continues to grow while its leader, Miller Lite, continues to decline at a rate of about 1 million barrels per year. This presents an enormous opportunity for other brands such as Coors Extra Gold Light," Skovsted said.
 Coors Extra Gold Light's rich, gold color is darker than other major domestic light beers and premium beers (except Coors Extra Gold), including Budweiser and Miller Genuine Draft. The darker color and rich flavor are evidence of high quality ingredients and the time Coors takes to brew Coors Extra Gold Light. No other major premium light beers and premium beers are brewed longer, except Coors Extra Gold.
 Unlike Coors Extra Gold, Coors Extra Gold Light is packaged in a clear bottle and is positioned differently with a unique target audience and its own advertising campaign. However, both brews are cold-filtered and shipped and stored cold.
 Building on the strength of Coors Extra Gold, which is supported by a heavy media campaign in approximately one-third of the United States, Coors Extra Gold Light is being introduced in most of these same markets. (Complete list follows at end of news release.)
 Packaging: Coors Extra Gold Light will be available in 12-fluid ounce cans and bottles in 6-, 12- and 24-packs; 16-fluid ounce 6-pack cans; 40-fluid ounce bottles; and 1/2-barrel kegs. The clear bottles will be available in non-returnable and returnable packages as well as regular and longneck bottles.
 Advertising: Developed by Foote, Cone & Belding, Chicago, the new Coors Extra Gold Light campaign includes TV, radio, print, outdoor and point-of-sale advertising. The theme is Coors Extra Gold Light -- the rich, smooth, darker light beer.
 Coors Extra Gold Light's campaign is similar to Coors Extra Gold's campaign in that it uses a direct competitive approach. The campaign uses real people, not actors, in real-life settings. These people respond to questions about Coors Extra Gold Light, and their responses reflect what beer drinkers think about Coors Extra Gold Light.
 Beginning April 12, Coors Extra Gold Light spots will be rotated into Coors Extra Gold's advertising schedule.
 COORS EXTRA GOLD LIGHT DMAs/MARKETS
 Albuquerque/Farmington, N.M.
 Amarillo, Texas
 Baltimore, Md.
 Boston/Manchester, N.H./Worcester, Mass.
 El Paso, Texas
 Erie, Pa.
 Harrisburg/Lancaster, Pa.
 Hartford/New Haven, Conn.
 Johnstown, Pa.
 Lubbock, Texas
 New York City, N.Y.
 Odessa/Midland, Texas
 Philadelphia, Pa.
 Pittsburgh, Pa.
 Portland/Poland Spring, Maine
 Providence, R.I./New Bedford, Mass.
 Springfield/Holyoke, Mass.
 Washington, D.C./Hagerstown, Md.
 Western Virginia
 Wilkes-Barre/Scranton, Pa.
 Additional markets will be introduced later.
 -0- 4/1/93
 /CONTACT: Mary Frudden or Willis Lyford of Coors Brewing, 800-525-3786/


CO: Coors Brewing Co. ST: Colorado IN: FOD SU: PDT

BB -- DV005 -- 2015 04/01/93 12:19 EST
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Date:Apr 1, 1993
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