Coors announces two new brews.

Coors announces two new brews

Coors Brewing Co. announced it will enter the dry beer market with Coors Dry, a new premium product, on September 30. At the same time, the Golden, CO-based brewer will launch Coors Cutter, the company's own alcohol-free brew.

Coors Dry will be initially distributed in 13 states in the West: Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, New Mexico, Utah, Washington and Wyoming.

According to the Coors Dry brand manager Jon Runge, Coors decision to enter the "dry beer" category was based on research pointing to consumer interest in new products and industry projections for growth in that category.

Runge noted that Coors will be differentiated from the growing number of dry beers by its "double-chilled" brewing method, a two-step cooling process to brew the new beer resulting in "superior refreshment," Runge said.

"Our double-chilled process is a natural enhancement to our heritage of cold-filtered and cold beer marketing," Runge explained. "We introduced both more than 30 years ago. With |double-chilling,' we've combined the latest advances in technology with 118 years of brewing heritage to create a truly refreshing beer. Coors Dry defines what dry beer is. It's the first dry beer with fresh, noticeably cold taste sensation that chills and refreshes like no other beer."

The brand, which will be brewed in Golden, will be packaged in six-, 12- and 24-packs. Specialized "Super Graphics" secondary packaging will be utilized to create a "billboard effect" when the cases are stacked together.

The brand will be supported with an ad campaign which invites consumers to "Feel the Chill."

In an accompanying product rollout, Coors will begin national distribution of Coors Cutter on September 30.

"We've researched this market extensively," noted Cutter's brand manager, Karen Thys. "Consumers have consistently told us that what they want in a non-alcoholic brew, and haven't found yet, is |real beer taste.' In conjunction with on-going consumer studies, we've perfected a truly outstanding non-alcoholic brew."

According to Thys, Coors Cutter is brewed like a traditional beer. "The only difference between Coors Cutter and regular premium beers is that during the brewing process, our refined yeast doesn't produce all the alcohol of a regular beer," Theys said.

"We've developed a product of which we are extremely proud," Thys continued. "It's a brand that deserves to have the quality of the Coors name associated with it."

Coors Cutter will be available in four packages: six-pack, 7-oz. bottles; six-pack 12-oz., bottles; six-pack cans; and 12-oz. bottles.

Newly-created advertising support will include 30-second television and 60-second radio commercials that communicate the "tastes like beer because it's brewed like beer" message.

Although Coors acquired the distribution of the Swiss non-alcoholic brew, Moussy, earlier this year, the launch of Coors Cutter will not cannibalize sales because it will be marketed in a lower price scale.

PHOTO : "FEEL THE CHILL", the tagline for Coors Brewing Co.'s Coors Dry, will begin appearing in selected markets around the United States when the brand begins its test marketing at the end of September.

PHOTO : COORS CUTTER, Coors Brewing Co.'s new non-alcohol brew entry, will be rolled out nationwide on September 30.