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Coors intros 16-oz. wide-mouth bottle.

Coors Brewing Co. is coming out with a new bottle for its Coors Light beer - a 16-ounce bottle with a wide-mouth screw cap called "The Pound."

The bottle gives Coors a new way to market its best-selling beer, according to Bill Weintraub, Coors' senior vice president for marketing.

Coors worked with Anchor Glass Container Corp. to design the bottle, which is embossed with a depiction of three Front Range 14,000-foot peaks: Pikes Peak, Mount Evans and Longs Peak.

Weintraub said Coors is not promoting gulpability with The Pound. In the beer industry, drinkers who down one beer after another are called "pounders" - as in pounding them down. "In no way are we encouraging overconsumption," he said.

"We think there can be a tie-in to people 'buying a pound' of beer."

The Pound will be sold 24 bottles to a box and marketed primarily to bars and restaurants. The beer is packaged at Coors' Memphis, Tenn., brewery.

Brewing industry consultant Robert Weinberg said there are instances where packaging can make a difference and cited the easy-open, pop-top can as one. Coors Brewing also claims to be the first beverage company that sold beer in aluminum cans, another packaging innovation.

"But 16 ounces is 16 ounces, even with a different shape," Weinberg said. "I'm not sure what it means, but my guess is that this will not be all that spectacular."
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Title Annotation:Adolph Coors Co.
Publication:Modern Brewery Age
Date:Feb 20, 1995
Words:230
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