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Coors Light sets sail with new support of America 3.

When the America 3 (pronounced "America-cubed") yacht racing team takes on the other U.S. defense teams in the waters off San Diego this spring, Coors Light will be sailing along with them.

"It gives us great sense of national pride to be associated with such a prestigious event," said Paul Leroune, assistant brand manager. "We are confident that America 3 - although the underdog - will successfully defend the Cup for the United States, just as Coors Light has successfully beaten its competition."

Though the Coors Light logo will not adorn the yacht, Coors Brewing Co. has developed a national instant-win consumer promotion around its sponsorship titled, "Race for the Cup - Win the Ride of Your Life."

Supported by television, radio, point-of-sale and special package graphics, the sponsorship is designed to increase off-premise sales throughout the month of March.

During the campaign, two grandprize winners will win the "ride of their lives" as the 17th man/woman participants on America 3 during the defender finals. The prize includes a ride on America 3, airline tickets to San Diego, hotel accommodations, sailing outfits, a rental car and $500 expense money. Other prizes include trips to San Diego to view the finals, windsurfers, sailing outfits and beach kits.

"The 17th-person sweeptakes clearly delivers the Coors Light positioning and brand strategy - young, active lifestyle and fun-in-the-sun - while providing consumers with an instant purchase motivation," Lerouse said.

According to Leroue, Coors Light's supports of the America 3 Foundation was the first by a beer company in 1992. Additionally, the brand is the "Official Light Beer" of the America's Cup Village in San Diego.

"We believe that this major international event will attract the active, healthy consumers we are looking for," Leroue concluded.
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Publication:Modern Brewery Age
Date:Feb 17, 1992
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