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SET SAIL WITH COORS LIGHT AND AMERICA3

 SET SAIL WITH COORS LIGHT AND AMERICA3
 GOLDEN, Colo., March 4 /PRNewswire/ -- When the America3


(pronounced "America-cubed") yacht racing team takes on Stars and Stripes and the world to defend the America's Cup, Coors Light will be sailing with them. Today marks the start of a consumer promotion to give away the 17th-man position on the boat during an actual race.
 "It gives us a great sense of national pride to be associated with such a prestigious event," said Paul Leroue, assistant brand manager. "We are confident that America3 -- although the underdog -- will successfully defend the Cup for the United States, just as Coors Light has successfully beaten its competition."
 Though the Coors Light logo will not adorn the craft, Coors Light has developed a national instant-win consumer promotion around its sponsorship titled, "Race for the Cup -- Win the Ride of Your Life." This promotion is supported by television, radio, point-of-sale and special package graphics (where legal).
 Consumers have the opportunity to win prizes instantly. In-pack printing inside the 12-pack wrapper will designate the winners. Two grand prize winners will win the "ride of their lives" as the 17th- person participants on America3 during the defender finals in May.
 The grand prize includes a ride on America3, airline tickets to San Diego, hotel accommodations, sailing outfits, a rental car and $500 expense money. Other prizes include trips to San Diego to view the finals, windsurfers, sailing outfits and beach kits.
 "The 17th-person sweepstakes clearly delivers the Coors Light positioning and brand strategy -- young, active lifestyle and fun-in- the-sun -- while providing consumers with an instant purchase motivation," said Leroue.
 In states where sweepstakes are not legal (Missouri, Ohio and Texas), a state-specific mock t-shirt will be offered for $10 as a self-liquidator (i.e., "Texas Crew Member").
 Peter Coors, president, Coors Brewing Company, sailed with the crew late last year and said, "I had the ride of my life."
 Coors Light made a significant donation to support America3 Foundation's quest for the America's Cup, making Coors the first beer company to join the Cup effort in 1992. Additionally, Coors Light is the "Official Light Beer," and currently the only beer sponsor, of the America's Cup Village in San Diego.
 "We believe that this major international event will attract the active, healthy consumers we are looking for," concluded Leroue.
 The 141-year-old America's Cup is the premier boating event and the oldest sports trophy in the world. The 1992 America's Cup will attract a field of international competitors, including Italy, France, Australia, New Zealand, Japan, Spain and Sweden.
 America3, one of two U.S. entries, has an excellent chance to sail for America. Qualifying races began in January. The Cup event will receive tremendous media and consumer attention between March and May with ESPN and ABC devoting more than 100 hours of television coverage to the event -- second only to the 1992 Summer Olympics -- making this event top-of-mind with consumers and retailers worldwide.
 -0- 3/4/92
 /CONTACT: Gina Freize or Colleen Plummer both of Coors Brewing Company, 800-525-3786/ CO: Coors Brewing Company ST: Colorado, California IN: FOD SU:


MC -- DV001 -- 4876 03/04/92 10:36 EST
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Mar 4, 1992
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