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Cycling events help Coors Light gain.

Coors Light increased its awareness with retailers, distributors and consumers through its tie-ins with two of America's top cycling races: The Thrift Drug Classic in Pittsburgh on May 24 and the CoreStates USPRO Championship, held June 7 in Philadelphia.

Competing in both races was the Coors Light Racing Team led by Davis Phinney, the current U.S. pro cycling champ.

To leverage its position as a top sponsor of the races, Coors Brewing Co. and Coors Light developed a marketing program that featured bike give-aways, a bicycle vacation sweepstakes, live TV and radio promos and cycling team visits to retail accounts.

"Retailers and distributors saw the races as a |hometown' event and therefore showed tremendous enthusiasm and got very involved in our localized program," said Rennie Solomito, eastern region marketing manager for Coors. "Many retailers gave our displays additional floor space. As a result, we experienced a double-digit increase in Coors Light sales during the promotional period.
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Title Annotation:beer product
Publication:Modern Brewery Age
Date:Jul 13, 1992
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