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Coors supporting America's Cup.

Coors supporting America's Cup

When the America 3 ("America-cubed") yacht racing team takes on Stars and Stripes and the rest of the world to defend the America's Cup, Coors Brewing Co. and Coors Light will be sailing with it.

Last week, Coors Light made a significant donation to support America 3 Foundation's quest for the 1992 America's Cup, making it the first beer company to join the Cup effort in 1992.

"It gives us a great sense of national pride to be associated with such a prestigious event," said Paul Leroue, Coors Light assistant brand manager. "We feel confident that America 3 will successfully defend the Cup for the United States in 1992."

The brand will develop a national consumer promotion around the sponsorship, supported by television. Further plans call for building on an integrated marketing plan in support of the Coors/ America 3 relationship on both national and regional levels.

"The commitment of Coors Light to developing excellence in national sports competition is what makes us excited about this relationship," said Peter dePenaloza, director of corporate development at America 3.
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Title Annotation:Adolph Coors Co.; yacht racing tournament
Publication:Modern Brewery Age
Article Type:Brief Article
Date:Aug 26, 1991
Previous Article:May 1991 taxable removals decline.
Next Article:June's imports decline again.

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