Printer Friendly

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.
COPYRIGHT 1993 Business Journals, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:Adolph Coors Co.
Publication:Modern Brewery Age
Date:Jan 25, 1993
Words:170
Previous Article:Coors sees slight sales gain in 1992.
Next Article:Moosehead spot claims Clinton did not "avoid the draft." (Moosehead Breweries Ltd.'s advertising; Bill Clinton)
Topics:


Related Articles
Coors products get kosher certification.
Coors expands Idaho barley storage facility.
Coors to launch its Keystone Dry.
Pittsburgh Brewing launches two new draft beer brands.
Coors again reports record sales and barrelage.
Coors barrelage up 2.8% in 2nd quarter.
Coors to introduce second low-carb in Texas.
Adolph Coors Co., the third biggest U.S. brewer, and Canadian brewer Molson Inc. announced plans to merge on July 21 in a deal aimed at helping them...
Coors earnings are up, Molson numbers down.
Coors Light sales down for first time in 25 years.

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters