Cold Front is Coming This Summer with Launch of New Coors Light Cold Activated Cans

The Cold Activated Can is the ultimate cold cue, delivering confidence that your Coors Light has been chilled to the perfect temperature for ice cold refreshment.

30/04/09 A nationwide cold front is forecasted to arrive May 15 in the form of the new 8-, 10-, 12- and 16-ounce Coors Light and Coors Banquet Cold Activated Cans. Triggered by mountains that turn blue when beer is at the optimal drinking temperature, the new cans join the 24-ounce can and the Cold Activated Bottle as signature offerings from Coors Light and Coors Banquet.

Featuring cold activated mountains on two sides, plus a Vented Wide Mouth for a smooth, refreshing pour and a Frost Brew Liner to lock in Frost Brewed taste, the Cold Activated Can reinforces Coors Light's continuing commitment to providing beer drinkers the best way to enjoy the "World's Most Refreshing Beer."

The launch of the new Cold Activated Can will be backed by a robust marketing program, beginning with a "cold front" teaser campaign that launches April 27 at www.TheColdFront.org. Legal-drinking-age consumers can track the cold front's progress on the interactive site through reported sightings and news updates. On May 15, there will be special celebratory activities in select markets as the cold front officially arrives.

"Consumers want to know when their beer is cold and ready to drink, and beer retailers certainly want to avoid serving warm beer," said Royce Wills, Coors Light marketing director. "The Cold Activated Can is the ultimate cold cue, delivering confidence that your Coors Light has been chilled to the perfect temperature for ice cold refreshment. This is important enough to American beer drinkers that at Coors Light, we've made cold beer our policy."

The new 8-, 10-, 12- and 16-ounce Coors Light and Coors Banquet Cold Activated Cans will be available at participating convenience, grocery and liquor stores nationwide starting May 15.

Ever since Bill Coors invented the aluminum can in 1959, beer innovations and packaging enhancements have been a hallmark of the company, with the goal of delivering the coldest, most refreshing beer to adult consumers. Other recent Coors Light and Coors Banquet innovations and packaging enhancements include:

* Cold Activated Bottle: Mountains on the label turn blue when the beer is cold enough to drink.
* Vented Wide Mouth Can: The industry's first built-in vent and eight percent wider opening delivers a smoother, draft-like drinking experience.
* Super Cold Draft: An innovative draft system that pours Coors Light below freezing.
* Frost Brewed Liner: The tinted blue liner protects the refreshing taste of the beer inside.
* Plastic Bottle Cooler Box: The industry's first ice-ready, one-time use cooler package.