New Coors Light Packaging Comes This Summer

A new quick-cool 8-ounce can and a specially designed 18-pack that converts into a cooler will allow beer lovers to enjoy “the Rocky Mountain cold refreshment” unique to Coors Light.

A new quick-cool 8-ounce can and a specially designed 18-pack that converts into a cooler will allow beer lovers to enjoy “the Rocky Mountain cold refreshment” unique to Coors Light. "Our commitment to cold begins with our unique Frost Brewing(R) process, continues with guaranteed cold shipment and storage and now extends to the customers' hands with these innovative new packages that allow beer lovers anywhere to experience the cold refreshment of the Rocky Mountains, even in the heat of summer," said Jim Sabia, vice president of marketing for Coors Brewing Co., based in Golden, Colo. Now available nationwide, the 8-ounce can is a breakthrough on the "cold front." Not only does the smaller can cool down faster in the refrigerator or ice chest, it also eliminates the problem of warm beer at the bottom of a larger can, according to company executives. It is the ultimate in cold summer refreshment and it has a new wide-mouth opening that makes it easy to drink, they added. The 8-pack Plastic Bottle Cooler Box, which will hit store shelves May 1, is the industry's first ice-ready bottle package that can go anywhere. Essentially a portable cooler, consumers need only add ice to enjoy cold beer anywhere, anytime. Break-proof 16-ounce plastic bottles mean that now consumers can have beer where glass isn't allowed, such as the pool or the beach. Resealable plastic bottles keep beer colder longer than glass bottles and aluminum cans, according to a company spokes person. The Plastic Cooler Box is supported through a national advertising campaign that showcases the icy cold cooler box in a beach setting, where a woman shows off the new Coors Light packaging with a hook that the bottles are "plastic and spectacular.