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Malt-based fruit beverage produced by Coors Brewing.

Coors Brewing Co. is in the process of developing a malt-based fruit-flavored alcoholic beverage aimed mainly at women consumers, according to a spokesperson for the brewer's advertising agency.

Foote Cone & Belding, San Francisco has been assigned the advertising duties for the new product, according to a report in a recent Ad Week.

Although Coors declined to comment specifically, a spokesperson noted, "We are always looking at new products, but we have nothing to say at this time."

According to Tom Pirko, president of Bevmark, a beverage industry consulting firm, "Coors has been looking for a long time for something more palatable for women." Pirko added that fruit-flavored drinks have a greater health connotation than normal beers.
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Title Annotation:Adolph Coors Co.
Publication:Modern Brewery Age
Date:Apr 6, 1992
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