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Coors "the Banquet Beer" Unveils New Advertising Campaign and Packaging That Recaptures Its Spirit and Unique Heritage

March 27, 2007

3/27/2007

Coors "The Banquet Beer" Unveils New Advertising Campaign And Packaging That Recaptures Its Spirit And Unique Heritage

New campaign includes voiceover by actor Sam Elliott and highlights the brands uncompromising commitment to its roots

Media Contact:
Jenny Volanakis
Coors Brewing Company
646-682-7682
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GOLDEN, Colo., March 27, 2007– With a nod to the days when consumers couldnt get Coors, nicknamed the Banquet Beer, east of the Mississippi, Coors Brewing Company is introducing a package redesign and new advertising campaign for its original pilsner. The packaging and advertising, consisting of TV, radio and out-of-home, will roll out in March and evokes the heritage and mystique that people associate with the original “yellow belly” can.

Until 1981, Coors “the Banquet Beer” wasnt available east of the Mississippi. Prior to its nationwide distribution, Coors built a cult following, with Presidents, movie stars and consumers toting the beer back from Colorado or making special trips to buy the uniquely crisp and drinkable beer. One of those enthusiasts, actor Sam Elliott, is lending his unmistakable voice to the advertising campaign.

The television ads, shot entirely in Colorado and featuring a Colorado-based cast, compare Coors uncompromising values to that of a typical Coors drinker. The spots, featuring original music, demonstrate that Coors commitment to using only Rocky Mountain Water and the same full-flavored taste is similar to its consumers commitment to his friends and local watering hole.

“Part of the mystique and history of the Banquet Beer is that it is born of the Rocky Mountains and its purity and ingredients reflect that high country origin,” said Andy England, chief marketing officer, Coors Brewing Company. “It is also associated with the adventurous spirit and timeless ruggedness of the west and our new packaging and advertising brings to mind that powerful character.”

When Adolph Coors decided to start his own brewery, he selected Golden because its location, just east of the Continental Divide, ensured access to the freshest Rocky Mountain water. Since Coors Brewing Company started brewing the Pilsner-style beer, Coors has been brewed with 100 percent Rocky Mountain water. That uncompromising tradition is reflected in all stages of the Coors brewing process from the use of proprietary high country barley t o the cold filtering process.

The new can and bottle designs are reminiscent of the countrys first aluminum beer can, introduced by Coors in 1959. Many of the original design elements are retained in the new packaging, including the griffins and the Rocky Mountains, which extend from the cans to bottles and packaging for six packs and cases. These elements allude to many Coors legends, including its nickname, “the Banquet Beer.” The legend of the nickname refers to the mining boom years in Colorado, when Golden and Denver were big trading posts. Miners would come down from the mountains, and Adolph Coors would host banquets for them, serving the beer. As a result, the miners began referring to the beer as “the Banquet Beer.”

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About Coors Brewing Company

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company, (NYSE, TSX - TAP). It is the third largest brewer in the US The company's US brands include Coors Light, Molson Canadian, Coors, Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima. For more information on Coors, visit the company's Web site, http://www.coors.com/.