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Coors Light must drop its slogan.

Coors Light must drop its slogan

After a long battle with the Bureau of Alcohol, Tobacco and Firearms, Coors Brewing Co. has agreed to drop the "It won't slow you down" slogan for Coors Light beer by October 1.

"It's false and misleading," reported BATF deputy director Daniel Black. "We all know alcohol will slow you down. It tends to slow your reactions and reflexes."

An agreement to the two-year old battle was reached after the Bureau threatened to take Coors to court.

According to a Coors spokesperson, the brewer disagrees that the slogan is misleading. "Coors Light is a light beer, and light beers are meant not to slow you down," she said.

This agreement marks the second time this year Coors has had to drop a slogan at the request of the BATF. In March, the Bureau decided the "brewed with Rocky Mountain spring water" slogan on Coors beer cans was misleading since some of it is reconstituted with water at an Elkton, VA, facility.

According to Black, the "won't slow you down" slogans will be phased out from ads "on or before October 1."
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Title Annotation:Adolph Coors Co.'s slogan on its Coors Light beer
Publication:Modern Brewery Age
Date:Jun 3, 1991
Previous Article:Alcoholic beverage coalition formed to fight drunk driving.
Next Article:Bud Dry expands on-premise promos.

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