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Coors export brands move to Puerto Rico.

Coors export brands move to Puerto Rico

In its largest export market expansion to date, Coors Brewing Co. announced it has launched sale of Coors and Coors Light in Puerto Rico.

Coors' import representative in Puerto Rico, V. Suarez & Co., will be responsible for all sales, distribution and marketing of Coors products throughout the island. The distributor has added 15 employees and has invested $1 million in warehouse expansion and equipment to accommodate the new products.

"This is our most ambitious export market to date," said Mark Stankovic, Coors director of international marketing. "We have selected a superior importer for Puerto Rico, hired two Puerto Rico-based advertising and promotions agencies and established our first international regional office there."

Coors' international regional office will be located in San Juan, where all sales and community relations activities will be coordinated. Staffed by a regional sales manager, community relations manager, area sales manager and support staff, the office will serve as a base for current and future Coors market expansions throughout the Carribean.

"Coors has made a strategic commitment to Puerto Rico as part of their international expansion plans and we expect this commitment to pay off in market share," explained Diego Suarez, chairman and president, V. Suarez & Co. "Original Coors and Coors Light, with their distinct product positioning and product attributes, fulfill specific brand needs in Puerto Rico and have bright futures ahead."

The products bound for Puerto Rico will be brewed in Golden, CO, and finished and packaged in Memphis, TN, in specially-marked "Export" 10-oz. cans and 12-oz. bottles.
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Title Annotation:Coors Brewing Co.
Publication:Modern Brewery Age
Date:Jun 17, 1991
Words:258
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