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Keystone beers launched in a nationwide promotion.

Keystone beers launched in a nationwide promotion

Keystone and Keystone Light, Coors Brewing Co.'s two new entries in the popular-priced beer category, are now available nationwide, a brewery spokesman reported.

"Product testing proves that the taste of Keystone is indistinguishable from the quality, bottled-beer taste that consumers prefer," said Craig Guthrie, Keystone brand development manager, referring to Coor's specially lined cans that prevent beer from coming in direct contact with the can's aluminum.

Keystone and Keystone Light will only be sold in cans, the package preferred by approximately eight out of 10 popular-price beer consumers, Guthrie said.

"Consumer research, however, strongly indicates that beer drinkers prefer the taste of bottled beer because of a perceived matallic taste imparted from a can," Guthrie added.

The new products will be supported by radio, television and outdoor advertising. The advertising support will be at levels higher than most popular-priced beer to gain strong market share in a fluctuating segment, Guthrie noted.

Packaging will include 12-oz. and 16-oz. six-pack cans; 12-oz., 12-pack cans; and 12-oz. 24-pack cans. The two new beers will be available in all states but Indiana.
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Publication:Modern Brewery Age
Date:Sep 25, 1989
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