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Coors begins regional sparkling water sales.

Coors begins regional sparkling water sales

For the first time since Prohibition, Coors Brewing Co. is selling a non-alcoholic beverage, a new product called Coors Rocky Mountain Sparkling Water, company officials said last week.

The product goes on sale this week in Colorado, Arizona and Northern California cities that primarily are in the San Francisco area, Coors spokesman Heidi Buehler Nogues said.

"Bottled water is the fastest-growing beverage category in America," John Recca, brand development manager, said in a news release. "The timing is right for us to take advantage of our legendary water source."

The product is made by Coors Brewing Co., which is a business unit of the Coors Brewing Co.

Coors Rocky Mountain Sparkling Water will be packaged in 6.5-ounce, six-pack bottles and in 28-ounce bottles, officials said. It will be available in original, lemon lime and cherry flavors.

In the past five years, the bottled water marketplace has grown about 10 percent, primarily because of the consumer interest in health and fitness, Coors said.

A key to Coors' product is the use of pure, Rocky Mountain spring water, an ingredient that has made the company's beers famous for 50 years, Coors said.

"The new product also provides the company with a good opportunity to diversify its beverage line and provide consumers with new choices," Coors officials said. "This is especially important with the growing national trend toward moderate alcohol consumption."

During the 1920s, the manufacture, sale and transportation of alcoholic beverages was banned in the United States. Buehler Nogues said Coors sold malt beverages which did not contain alcohol. The law was repealed in 1933.
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Publication:Modern Brewery Age
Date:Jan 29, 1990
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