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Colt Ice is new offering from Pabst.

Ten years after ice beer made its big splash, Pabst still sees some opportunity in the declining category. Beginning this month, the Pabst Brewing Co. will be introducing a new product called Colt Ice Beer in the Detroit, Indianapolis and Cleveland markets.

The company reported that Colt Ice Beer will contain 5.9% alcohol by volume and will be sold in 16 oz., 22 oz. and 40 oz. package configurations.

According to Pabst, Colt Ice Beer has been developed to "extend the Colt 45 equity" into the premium category of beer brands.

"Colt 45 Malt Liquor is a brand with strong heritage, tradition and consumer following," said Alan Willner, Vice President of Marketing at Pabst Brewing Company. "We are hopeful that Colt Ice Beer will continue to strengthen the Colt franchise."
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Publication:Modern Brewery Age
Article Type:Brief Article
Geographic Code:1USA
Date:May 17, 2004
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