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Coors Extra Gold is set to enter the "light" segment.

Coors Brewing Co. will add Extra Gold Light to its portfolio when it introduces the brand to selected markets April 5, 1993.

"There is a growing market for a richer flavored, light beer alternative," said brand director Gary Skovsted. "We've developed Coors Extra Gold Light to meet the needs of two consumer groups.

"One group," Skovsted explained, "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 a richer taste and more traditional premium appearance."

To differentiate the brand from Extra Gold, the light version will be packaged in clear bottles, and will be supported by a separate and distinct ad campaign. As with Extra Gold, Extra Gold Light ads will consist of "real people" responding to comparisons between the brand and Bud and Miller Lite.

Coors Extra Gold Light will be marketed in New York City, Philadelphia, Boston, Las Vegas and Anchorage, AK, among others.
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Title Annotation:Adolph Coors Co.
Publication:Modern Brewery Age
Date:Jan 25, 1993
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