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G. Heileman tests malt liquor segment with Cool Colt debut.

Chasing further market share in the malt liquor category, G. Heileman Brewing Co. recently expanded the Colt 45 family to include Cool Colt.

According to a Heileman spokesperson, the new brand "gives consumers their first opportunity to experience a more contemporary taste in beer."

"Consumers have been seeking new taste experiences as evidenced in the explosive growth of 'new age beverages' in both alcohol and non-alcohol markets," a Heileman spokesperson noted. "Cool Colt will provide smoothness and flavor beyond the traditional beer taste."

The national introduction of Cool Colt will be supported by network television commercials, which will be "innovative and contemporary," Heileman reported.

With its most recent product introduction, Heileman officials hope to "not only increase its share of the malt liquor segment, but also to accelerate growth in the segment's share of the total beer business as traditional beer consumers purchase the new brand."
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Title Annotation:G. Heileman Brewing Company Inc.
Publication:Modern Brewery Age
Date:Jan 25, 1993
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