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COORS BREWING CO. INTRODUCES NEW ALCOHOL BEVERAGE CALLED ZIMA(TM) CLEARMALT(TM); PRODUCT TO BE MARKETED BY ZIMA BEVERAGE CO.

 COORS BREWING CO. INTRODUCES NEW ALCOHOL BEVERAGE CALLED ZIMA(TM)
 CLEARMALT(TM); PRODUCT TO BE MARKETED BY ZIMA BEVERAGE CO.
 GOLDEN, Colo., Aug. 6 /PRNewswire/ -- Demonstrating its commitment to developing innovative new products that meet a specific consumer need, Coors Brewing Co. is introducing a unique alcohol beverage called Zima(TM) ClearMalt(TM) which represents a new category of flavored malt beverage.
 Zima is a clear, lightly carbonated, refreshing alcohol beverage that offers consumers a mainstream alternative to their traditional alcohol beverage choices, including mixed drinks, wine, wine coolers and beer. It is not sweet, does not have a fruity taste, is not heavy or filling and leaves no aftertaste.
 Zima will be introduced on Sept. 14 in three test markets: Nashville, Tenn.; Sacramento, Calif.; and Syracuse, N.Y. It is being marketed by Zima Beverage Co., an operating unit of Coors Brewing Co. that specializes in ClearMalt beverages.
 "We conducted extensive consumer research which revealed that 59 percent of the adult alcohol beverage drinking population is dissatisfied with their current choices and prefer alcohol beverages that are lighter in flavor," said John Neu, Zima brand manager. "We developed Zima ClearMalt in response to this consumer need, which until now has not been met by the alcohol beverage industry."
 According to Neu, Zima is unlike any alcohol beverage currently available on the market because of its unique adult taste, exclusive product formulation and broad-based consumer appeal.
 "We believe Zima is a real breakthrough in the alcohol beverage industry," he said. "It is not a niche product designed to appeal to a small segment of the population. Rather, as evidenced by our extensive consumer research, Zima is a new mainstream alcohol beverage that appeals to a broad base of adult consumers who have a preference for lighter-flavored beverages. Furthermore, this appeal cuts across sex, age and lifestyle, as well as previous alcohol beverage preferences."
 The brand's primary target is men and women ages 21 to 34 who have a light flavor orientation to the products they drink, like to experiment and are searching for something new. It is also being targeted to men and women 35 to 49 years of age who are moderate- to low-volume drinkers of alcohol beverage products and are also looking for new alternatives.
 Zima, which will be brewed and packaged at Coors' Memphis Brewery, is made using proprietary brewing technology that features a special filtration process and unique flavor combination. It is made with the highest quality, all natural ingredients with no artificial flavors.
 Zima is available in 12-ounce bottles and cans that will be sold individually and in six-packs. The innovative bottles, which feature a ribbed design and minimal label, are clear, to reflect the cold refreshment that Zima delivers. All of the primary packaging includes a special 800 number that consumers can call to reach the Zima Beverage Co. Hotline with any product questions they may have. The new beverage will be priced competitively with super premium beer products.
 Zima will be supported in the three test markets with an outdoor teaser and broadcast advertising campaign. The teaser billboard campaign breaks on Aug. 31, and will be followed by a series of local television and radio spots, which break on Sept. 14. The advertising campaign, which introduces the product through a highly entertaining spokesperson who "zpeaks with an infectiouz accent and iz from zomeplace else," was created by Foote, Cone & Belding in San Francisco.
 The No. 3 brewer in the United States, Coors Brewing Co. continues to look at product expansion as a means to achieve its goals for corporate growth. These goals include becoming a full-line supplier of high-quality beverages in all viable price segments and product categories.
 -0- 8/6/92
 /CONTACT: Julie Demlow or Dave Taylor both of Coors Brewing, 800-525-3786/ CO: Coors Brewing Co.; Zima Beverage Co. ST: Colorado IN: FOD SU: PDT


BB -- DV004 -- 7551 08/06/92 11:09 EDT
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Date:Aug 6, 1992
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