Coors Beer

According to the Molson-Coors website, the division is the third-largest brewer in the U.S. The brewery in Golden, Colorado is the world’s largest on a single site.

History

The Coors Brewing Company is the principal subsidiary of the Adolph Coors Company. In 1873, German immigrants Adolph Coors and Jacob Schueler, a successful Denver businessman, established a brewery in Golden, Colorado. Coors invested $2000 in the operation, to Schueler's investment of $18,000. In 1880, Coors bought out his partner in "The Golden Brewery". His pale lager, nicknamed the "Banquet Beer" or "Premiums" and is now known as “Coors Banquet" once again after being dubbed "Coors Original" for many years. It is said to take its flavor from the pure water of the Rocky Mountains. Coors’ company survived the prohibition era in America by diversifying into manufacture of other products including malted milk and ceramics. The Coors Ceramics business was later spun off as CoorsTek.

According to the Coors website, in 1959, Coors became the first American brewer to package beer in an all-aluminum two-piece beverage can. In the early 1970's Coors replaced the common "pull tab" opener on its aluminum cans with a new two-hole top, one large hole for drinking and one small hole for venting. All one had to do was simply push down on the perferated "lids" to open them. Also Coors had a "wide-mouth" quart bottle with the opening approximately three times the width of a conventional quart bottle.

For much of its history, Coors beer was a regional product mostly confined to the American west by legal restrictions. This made it a novelty on the east coast, and visitors returning from visits to the western states often made a point of bringing back a case. This iconic status was reflected in pop culture: in 1977 the movie Smokey and the Bandit centered around an "illegal" shipment of Coors from Texas to Georgia (in reality there was no law against transporting the beer across state lines). Boston Red Sox great Carl Yastrzemski was such a big Coors fan that when he loaded up the team plane with multiple cases of Coors for the return trip to the East Coast, some of his teammates jokingly wondered if the plane would be able to successfully take off.[1] The company finally established nationwide distribution in the U.S. in the early 1990s.

In 2003, Coors was the third largest producer of beer in the United States, and the second largest brewer in the United Kingdom through its subsidiary, Coors Brewers Limited. There it controls the UK’s most popular brew, Carling.

On July 22, 2004 the company announced it would be merging with Canadian brewer Molson. The merger was completed February 9, 2005 and the merged company is called Molson Coors Brewing Company. In August of 2004, Coors Brewing Company announced plans to add brewing capacity to the Shenandoah beer packaging facility in Elkton, Virginia, by early 2007. [2] Coors officials stated that this would "bring brewing capacity much closer to our important East Coast markets and distributors."

The Coors family members have played a prominent role in American politics and public policy, supporting many conservative causes, including The Heritage Foundation, one of the world’s most influential conservative public policy research institutes, and, via its parent company, the right-leaning think tank American Enterprise Institute. Chairman Pete Coors ran unsuccessfully for the U.S. Senate from Colorado in 2004 on the Republican ticket.

Product lines

United States

Coors is responsible for over twenty different brands of beer[15] in North America. The most notable of those brands are:

* Coors, the "Banquet Beer", also known as "Coors Original", a 5% abv pale lager. This is the oldest brand in the Coors portfolio, first brewed in 1874[16], and has been given awards at World's Columbian Exposition in 1893, and at the Great American Beer Festival in 2004[17].
* Coors Light, the "Silver Bullet", a 4.2% abv beer first brewed in 1978 as a low calorie beer. It is Coors top selling brand, and the third-best selling beer in the United States[18]. It has won several medals for "American-Style Light Beer" at the Great American Beer Festival[19], and is the official beer sponsor of the NFL and the NFL Network.[20]. In 2006, a "frost brew liner", referring to the "Frost Brewed" branding, was introduced. The inventors Green and Hannell claim the liner was created by accident during an experiment for the United States military. After a year long trial for trademark rights between Hannell and Green, the jury ruled in favor of Green and he sold it to Coors for an unspecified, million dollar contract. His liner is sometimes referred to as "C-", or "C minus" The nickname “Silver Bullet” originated from the at the University of California Alumni Association summer family camp, The Lair of the Golden Bear. It arose from staff members as a casual reference to the drink due to its slender silver cans. The name was then immortalized when one of the former members of the camp staff used it as a marketing campaign and the name has stuck ever since. Coors Light puts on major promotions at Halloween, including the "Beer Wolf" and plugs by Elvira, tying in with the Silver Bullet theme. Coors Light bottles feature a cold temperature sensitive label using Chromazone™ ink. When the mountains on the label turn blue, the beer is at optimal drinking temperature.
* Killian's Irish Red[21] a 4.9% abv dark lager. Coors acquired the rights to brew and market the brand in America from France's Pelforth Brewery in 1981. It was then reformulated to a Vienna lager from the original Irish red ale recipe created at Lett's Brewery in Enniscorthy, Ireland, in 1864.
* Blue Moon (Witbier)-Now owned by Molson
* Keystone is a 4.8% abv pale lager introduced in 1989. The current slogan is "Always Smooth."
* Keystone Light is a 4.2% abv pale lager introduced in 1989. Packaged in "specially lined cans" intended to reduce metallic taste. The can is blue and silver and is narrower than a regular 12 ounce can of beer. An advertising campaign starring comedian Bob Marley claimed that Keystone Light relieved "Bitter Beer Face." The current advertising slogan is "Always Smooth, Even When You're Notâ„¢."[22]
* Keystone Ice is packaged in similar cans as Keystone Light, but with black and silver instead of blue. The 5.9% abv is the only difference between Ice and Light.

Others

* Zima XXX
* Winterfest (Seasonal)
* Wildwood Westlake lager

Discontinued

* Aspen Edge
* Blair's Barvarian Beer
* Coors Red Light
* Coors Extra Gold Light
* Coors Dry (western US only, discontinued?)
* Coors Artic Ice
* Coors Cutter (non-alcohol)
* Herman Joseph's 1868
* Zima Gold

UK

Beers

* Allbright
* Arc
* Breaker
* Caffrey’s: (After Coors purchased Caffrey's from Interbrew, it ceased importation of the beer into the U.S. market. Coors decided that continued sale of Caffrey's in the U.S. market would interfere with branding of Killian's as Coors' premier Irish brew. Many Irish bars around the U.S. have Caffrey's paraphernalia but no longer can sell the beer. Coors' decision to sell Killian's over Caffrey's in the US market while removing the nitrogen charged Caffrey's allowed Diageo Guinness to gain marketshare with its Smithwick's brew in Irish bars throughout the U.S.).
* Carling
* Coors
* Grolsch
* Hancock’s
* Lamot
* M & B
* Stones Bitter. A pale ale of 3.7% ABV originally brewed by William Stones Ltd, Sheffield, UK at the Cannon brewery in the 1940s. The brand is currently brewed under licence from Interbrew at Coors Burton upon Trent plant UK.
* Toby
* Worthington

Others

* Reef
* Screamers
* Java (DISCONTINUED 03/2004) was an alcopop range with five flavours; Purple, Ice, Tropical, Citrus and Sunfruit. A vodka mix of 4.0% vol.

Sponsorships

Coors sponsored Premiership side Chelsea FC 1995-1997.

Coors Light was the official sponsor of the 2006 NFL Draft.

"Official" beer sponsor of the NFL

Beer sponsor of the NHL's Colorado Avalanche.

Coors Light is a full time sponsor for Chip Ganassi Racing on the NASCAR Nextel Cup Series, driven by David Stremme. Other drivers to have Coors are Bill Elliott, Sterling Marlin, and Kyle Petty.

Coors holds the naming rights to Coors Field in Denver, Colorado, home of the Colorado Rockies baseball team.

The Coors Events Center on the campus of the University of Colorado at Boulder in Boulder, Colorado is named after Coors.

Coors Amphitheater at Fiddler's Green, formerly Fiddler's Green, is a well known Denver concert venue.

Coors Light is the presenting sponsor of the country music group Rascal Flatts "Here's To You" and "Me & My Gang" concert tours in 2005 and 2006 respectively.

Coors will sponsor English rugby league side Workington Town from the 2007 season.

Coors are title sponsor of the Belfast Giants

Coors have sponsored Rangers and Celtic when they have played in North America. In the UK Rangers and Celtic are sponsored by Carling but Carling isn't marketed in the States.

Coors has also sponsored the ice hockey league in Hong Kong

Beginning with the 2008 season, Coors Light will become the official beer of NASCAR, replacing Budweiser.

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