Printer Friendly

KILLIAN'S IRISH RED AND ST. PATRICK'S DAY TRADITION CONTINUES MASTERBREWER GEORGE KILLIAN LETT RETURNS FOR U.S. TOUR

 GOLDEN, Colo., March 8 /PRNewswire/ -- An Irish family reunion will highlight the March 17 holiday as George Killian's Irish Red, the "O'fficial Beer of St. Patrick's Day," and its namesake, Irish masterbrewer George Killian Lett, team up for a 15-day U.S. tour beginning March 4. Lett and his wife, Phoebe, will return to the United States from Enniscorthy, County Wexford, Ireland, to promote the original Irish-American beer.
 "Together with George Killian Lett we'll celebrate the fourth consecutive year of record sales and double-digit growth for this unique Irish brew," said Sally Rivera, Killian's Red assistant brand manager. "We expect its appeal to grow as new consumers discover it."
 This year's itinerary will take Lett through Wisconsin, with stops in Green Bay, Madison, Milwaukee, along with appearances in Chicago's Southside and downtown parades.
 During the tour, Lett will meet with beverage distributors and retailers and greet hundreds of supporters at popular local retail establishments.
 A key component of the tour will be the Killian's Pub Tour Sweepstakes. A total of 24 trips for two to Ireland will be awarded through radio promotions in Boston, New York, Chicago, Washington, Atlanta, Miami, Philadelphia, Pittsburgh and Wilkes Barre/Scranton, Pa.
 Participating in his eighth tour, Lett is the fifth generation of his family to brew Killian's Red in Ireland. From 1864 to 1957, the family brewed Killian's using only the finest quality ingredients. The slow-roasted malt gave the beer its glowing red amber color and rich, smooth flavor.
 Recognizing the beer's unique attributes, the larger breweries in Ireland sought to take over the Killian family business and mass produce the legendary brew. Rather than compromise the quality and flavor of his beer, George Killian shut down the family brewery.
 When the Coors family heard of George Killian they traveled to Ireland to meet with him and taste his unique product. As independent family brewers dedicated to using natural brewing processes, both agreed to bring Killian's Irish Red to the United States and brew it the same slow, natural way Killian's had been brewed for more than 100 years.
 Since 1981, Killian's has been brewed in Golden under a licensing agreement. Killian's Red has developed a strong following among U.S. consumers and is one of the fastest-growing brands in the import and specialty beer categories. Following its strong double-digit performance the past four years, the brand's 1993 year-to-date sales are up more than 30 percent over 1992 sales. When compared to all import brands Killian's ranks sixth, ahead of popular imports from Canada, Mexico, Australia, Japan and Germany.
 "Killian's is successful for a simple reason -- word of mouth endorsement," explained Rivera. "As a relatively unknown brand, consumers said they were first attracted to the beer because of its color. The taste lived up to their expectations, providing a sense of discovery about the brand and prompting them to tell friends about it.
 "Repeated consumer reference to its amber red color prompted the introduction of the advertising campaign 'Ask For It By Color(TM).'" Consistent with its brand heritage, the campaign positions Killian's as a unique and special beer that is worth discovering. This positioning is built on Killian's point-of-difference: its red color.
 Killian's is offered in a variety of packages: 12-ounce, six-pack longneck bottles; 12-ounce, six pack cans; 1/2- and 1/4-barrel kegs; and Party Balls. Killian's is brewed and distributed by Coors Brewing Co. and is available in all 50 states (draft only in Indiana) and Washington, D.C.
 -0- 3/8/93
 /CONTACT: Ruben Valdillez, 303-277-6258; or Janet Rowe, 800-525-3786, both of Coors Brewing Co./


CO: Coors Brewing Co. ST: Colorado IN: FOD SU:

MC -- DVFNS2 -- 3774 03/08/93 07:33 EST
COPYRIGHT 1993 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Mar 8, 1993
Words:613
Previous Article:PAUL FULLMER SPEAKS ON THE MAKING OF AN EXCELLENT COMMUNICATOR
Next Article:COCA-COLA NESTLE REFRESHMENTS LAUNCHES READY-TO-DRINK NESTEA(R) ICED TEA IN KOREA
Topics:


Related Articles
Coors' Killian's Irish Red now available in 12-oz. cans.
Killian's Red expands to IL.
Killian's Red hits NY with 24-pack bottles.
Coors' George Killian's brand sees red in fall promotion.
Coors' Killian Red soon to be packaged in quarter kegs.
Tw new posters support Killian's.
ST. PATRICK'S DAY CELEBRITY PROCLAIMS RED THE HOLIDAY COLOR
COORS INTRODUCES KILLIAN'S IRISH BROWN ALE; 'BROWN' JOINS NO. 1 'RED' TO ESTABLISH IRISH FAMILY OF BRANDS
Killian's Brown Ale makes debut.
GEORGE KILLIAN IS 'WILDE' ABOUT HONEY

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters