Coors Light

Coors Light is a 4.2% ABV light beer brewed in Golden, Colorado; Albany, Georgia; Elkton, Virginia; Fort Worth, Texas; Irwindale, California; Moncton, New Brunswick; and Milwaukee, Wisconsin.[2] It was first produced in 1978 by the Coors Brewing Company.

The beer has a "Cold Certified" label which turns the mountains on the label from white to blue when the beer's temperature is lowered to 39 °F (4 °C).[3] Coors Light has a "mountain icon" to represent the beer in place of the logo. The icon is a stylized drawing of a mountain with two peaks. In Australia Coors Light is labelled as Coors.

Coors Light
Coors Light logo
The current logo, in use since 2015
TypeBeer, lager
ManufacturerCoors Brewing Company
DistributorCoors Brewing Company
Country of originUnited States
Introduced1978
Alcohol by volume4.2%[1]
Websitewww.CoorsLight.com

History

Adolph Coors was born in 1847 in a German town known today as Wuppertal-Oberbarmen.[4] At the age of 14 he began working at the Henry Wenker Brewery in Dortmund.[5] Adolph Coors considered water to be the key ingredient for a perfect beer. Therefore, he decided to locate Adolph Coors Company in Golden, Colorado in 1873. The Rocky Mountains are the primary source of the water used in its beer.

Marketing and advertising

30th Street Station and Cira Tower
Advertising on the building of 30th Street station (2018)

There were a number of trends occurring in the mid-1970s. Health was one of the most discussed topics in the American population. The baby-boomer generation was reaching their drinking age, and therefore they gave the beer drinking demographic a shift. They were concerned about their health, but they also wanted to drink beer. There was a growing interest in low-calorie beverages. In 1975, light beers made up only 1% of beer consumption in the United States, and by 1994, they accounted for 35% of all domestic beer sold in the United States. In 1978, Coors introduced the popular Coors Light brand.

Coors Light advertisings highlight the quality of the beer as the most refreshing place on earth. Additionally, Coors Light ads are designed to target young demographics. The stories behind the ads seek to capture the attention of young people, situating them in cool places they would like to be. Cavalry Agency out of Chicago, IL, is no longer the current Advertising Agency for Coors Light. Cavalry was responsible for the 'Reach For The Cold' Campaign featuring the Coors Light Explorers. Additionally, on April 2013, the agency produced a Digital Video for Coors Light ad known as Coors Light the brewer ambushes a summer pool party with the frosty taste of winter. The T.V. ad was considered the ad of the week in the Adweek publication.[6]

Containers and packaging

The brewery introduced the “perfect shot of refreshment” under the slogan of a “Silver Bullet”; a symbol of the silver can where the beer was packaged.[7]

In May 2013, the Coors Light aluminum pint, featuring Ball Corporation Alumi-Tek® bottle, has been awarded a Gold Award from The Packaging Association (PAC) and was chosen as the Canadian Packaging Consumers Voice Award winner at the recent PAC Leadership Awards. The Coors Light aluminum pint was selected for its eye-catching graphics, recyclability and the convenience of the bottle's wide mouth and resealable closure.[8]

Controversial can advertising claims

On August, 2013, the advertising industry’s self-regulatory unit referred Miller Coors’ ad claims to the Federal Trade Commission (FTC). The claims that the FTC considered ad challenging included, “the world's most refreshing can," "beer on the inside, science on the outside" and "smoother, more refreshing pour," implying that the can was somehow technologically superior to other beer cans and provides a more refreshing beverage experience.

According to the National Advertising Division (NAD), Miller Coors declined to provide a substantive response to the challenge. Miller Coors defended the claims as either puffery or truthful. The company also told NAD that the TV, radio and digital campaigns would be permanently discontinued by the end of September 2013.[9]

International markets

In order to expand Molson Coors brand portfolio outside of its major markets (US, UK, Canada), Molson Coors established Molson Coors International in 2008. MCI operates in three primary regions; Asia, Europe, Latin America and the Caribbean. Coors Light, as a signature brand of Molson Coors, was introduced in the new markets.[10] The world's sixth-largest brewer, which also makes Molson Canadian, Carling and Blue Moon, was trying to diversify beyond its core markets.

Awards and sponsorship

In 2005, Coors light was awarded with a silver medal in the Great American Beer Festival in the American-Style Light Lager category.[11]

MillerCoors' title sponsorship of the newly created Coors Light National Hockey League Stadium Series. MillerCoors' sponsorship of the stadium series is part of the beer company’s seven-year, $375M deal signed with the NHL in February 2011, the league’s most financially lucrative sponsorship ever.[12]

In 2013, MillerCoors owned Coors Light inked a year-long deal with Turner Broadcasting, which includes a sponsorship of the NASCAR Mobile applications. Coors Light uses the sponsorship with in-application banners and content to connect with NASCAR’s core demographic of sports fans. The initiative builds on Coors Light’s previous mobile initiatives to target consumers by demographic.[13]

Official MLB team sponsors

Promotions

Davis Phinney 1991 Thrift Drug Classic
Coors Light sponsored Davis Phinney in 1991

In the 1990s, Coors Light sponsored what was then America's most dominant domestic professional cycling team, which included Olympians Alexi Grewal, Roy Knickman, and Davis Phinney.

In 2008, Coors Light became known as the "Official Beer of NASCAR", succeeding Budweiser.[14]

In 2009, a Coors Light koozie depicting scenes from the 2010 Winter Olympics was offered in a limited number of cases that contained 28 bottles instead of 24. That same year, the Hillside Chalet Contest was created. The winner was given a 6-night stay in Whistler, British Columbia, during the 2010 Winter Olympics.

During 2012 and 2013, Coors Light partnered with Ice Cube for the Coors Light Search for the Coldest National Tour and Talent Search.

References

  1. ^ "Light Beers". BeerAdvocate.com, Inc. 2001-10-03. Archived from the original on June 24, 2006. Retrieved 2006-12-13.
  2. ^ "MillerCoors Brewing Locations". MillerCoors.com. Retrieved 2017-10-10.
  3. ^ "Coors Light Introduces Cold Certified(TM) Technology to Canadian Beer Lovers". Marketwire.com. 2007-06-28. Retrieved 2010-11-12.
  4. ^ "Coors Banquet Beer | Home". Coors Banquet. 2015-04-06. Retrieved 2016-05-10.
  5. ^ "alabev". alabev. Retrieved 2016-05-10.
  6. ^ "Ad of the Day: Coors Light". AdWeek. Retrieved 2016-05-10.
  7. ^ "Coors Light - Born in the Rockies". www.coorslight.ca. Retrieved 2016-05-10.
  8. ^ "Coors Light featuring balls alumi". www.finance.yahoo.com. Retrieved 2016-05-09.
  9. ^ "MillerCoors Rebuffs Ad Industry Review of Coors Light Claims". AdWeek. Retrieved 2016-05-10.
  10. ^ "Molson Coors tapping into Asian markets" (PDF). www.ucdenver.edu. Retrieved 2016-05-09.
  11. ^ "Molson Coors Information - News". phx.corporate-ir.net. Retrieved 2016-05-10.
  12. ^ "Coors Light To Title Sponsor NHL Stadium Series; League Confirms Soldier Field Game". www.sportsbusinessdaily.com. Retrieved 2016-05-10.
  13. ^ "Coors Light segments NASCAR fans through app sponsorship - Content - Mobile Marketer". www.mobilemarketer.com. Retrieved 2016-05-10.
  14. ^ "Coors Light to become the official beer of NASCAR". www.usatoday.com. Retrieved 2016-07-27.

External links

2012 Coors Light Cash Spiel

The 2012 Coors Light Cash Spiel was held from November 23 to 25 at the Duluth Curling Club in Duluth, Minnesota as part of the 2012–13 World Curling Tour. It was held in conjunction with the 2012 Molson Cash Spiel. The event was held in a round robin format, and the purse for the event was USD$14,400. In the final, Bryan Burgess of Ontario defeated John Shuster of Minnesota in an extra end with a score of 6–5.

2012 Molson Cash Spiel

The 2012 Molson Cash Spiel was held from November 23 to 25 at the Duluth Curling Club in Duluth, Minnesota as part of the 2012–13 World Curling Tour. It was held in conjunction with the 2012 Coors Light Cash Spiel. The event was held in a round robin format, and the purse for the event was USD$7,200. In the final, Krista McCarville of Ontario defeated Becca Hamilton of Wisconsin with a score of 8–4 for her third title.

2014 NHL Stadium Series

The 2014 NHL Stadium Series (branded the 2014 Coors Light NHL Stadium Series) was a series of four outdoor regular season National Hockey League (NHL) games played during the 2013–14 season. This series is distinct from the NHL Winter Classic and NHL Heritage Classic outdoor games. The Stadium Series games consisted of: the Los Angeles Kings against the Anaheim Ducks at Dodger Stadium in Los Angeles on January 25, 2014; the New Jersey Devils against the New York Rangers at Yankee Stadium in the Bronx of New York City on January 26; the New York Islanders against the Rangers at Yankee Stadium on January 29; and the Pittsburgh Penguins against the Chicago Blackhawks at Soldier Field in Chicago on March 1, 2014.The Stadium Series was staged in between the season's two other outdoor games: the Detroit Red Wings hosting the Toronto Maple Leafs in the 2014 NHL Winter Classic at Michigan Stadium in Ann Arbor, Michigan, on January 1, 2014; and the Vancouver Canucks hosting the Ottawa Senators in the 2014 Heritage Classic at BC Place in Vancouver on March 2. After the conclusion of their two Stadium Series games, the Rangers had played four outdoor games, the most of any NHL team, having previously participated in the 2012 NHL Winter Classic and the 1991 exhibition game in Las Vegas.

2017 NHL Stadium Series

The 2017 NHL Stadium Series (officially the 2017 Coors Light NHL Stadium Series for sponsorship reasons) was a regular season National Hockey League (NHL) game played outdoors, part of the Stadium Series of games held at football or baseball stadiums. The Philadelphia Flyers played against the Pittsburgh Penguins at Heinz Field in Pittsburgh, Pennsylvania, on February 25, 2017.This was the only game in the Stadium Series scheduled during the 2016–17 NHL season (as opposed to multiple games in 2016), but the fourth and last outdoor regular-season games during that season. An announced attendance of 67,318 made the game one of the most attended outdoor NHL games in history.

2018 NHL Stadium Series

The 2018 NHL Stadium Series (officially the 2018 Coors Light NHL Stadium Series for sponsorship reasons) was a regular season National Hockey League (NHL) game played outdoors, part of the Stadium Series of games held at football or baseball stadiums. The Washington Capitals defeated the Toronto Maple Leafs, 5–2, at Navy–Marine Corps Memorial Stadium, the home stadium of the U.S. Naval Academy in Annapolis, Maryland, on March 3, 2018.This was the only game in the Stadium Series scheduled for the 2017–18 season (as opposed to multiple games in 2014 and 2016), and marked the first appearance of a Canadian team in the Stadium Series.

2019 NHL Stadium Series

The 2019 NHL Stadium Series (officially the 2019 Coors Light NHL Stadium Series) was a regular season National Hockey League (NHL) game played outdoors, as part of the Stadium Series of games held at football or baseball stadiums. The Pittsburgh Penguins were defeated by the Philadelphia Flyers 4-3 in overtime at Lincoln Financial Field in Philadelphia, Pennsylvania on February 23, 2019.This was the only game in the Stadium Series that is scheduled for the 2018–19 season (as opposed to multiple games in 2014 and 2016).

2020 NHL Stadium Series

The 2020 NHL Stadium Series (officially the 2020 Coors Light NHL Stadium Series) is a regular season National Hockey League (NHL) game scheduled to be played outdoors, part of the Stadium Series of games held at football or baseball stadiums. It will feature the Los Angeles Kings and the Colorado Avalanche. The game is scheduled for February 15, 2020 at Falcon Stadium, located on the campus of the U.S. Air Force Academy in Colorado Springs, Colorado.This will be the second time the Avalanche hosts the Stadium Series, as they last hosted the event in 2016 at Coors Field, as well as the second time a military academy has hosted the Stadium Series, after Navy–Marine Corps Memorial Stadium hosted the 2018 event. Also, this will be the Kings' third NHL outdoor regular season game, following the 2014 and 2015 Stadium Series.This is the only game in the Stadium Series that has been scheduled so far for the 2019–20 season (as opposed to multiple games in 2014 and 2016).

AD Renting (cycling team)

AD Renting (All-Drie Renting), often simply called ADR, was a Belgian professional cycling team that existed from 1987 to 1989.

Busch Pole Award

The Busch Pole Award, also called the 21 Means 21 Pole Award if the driver is under 21 years of age (minimum age for alcohol advertising), and previously the Coors Light Pole Award & Budweiser Pole Award (or Anheuser-Busch Pole Award if the driver was under 21) is an award given to the fastest qualifier in each NASCAR national series points-paying race.

The brand of Molson beer is distinguished in the three NASCAR national series. In the Monster Energy NASCAR Cup Series and Xfinity Series, it is known as the Coors Light Pole Award, while in the Camping World Truck Series, it is the Keystone Light Pole Award; however, it is titled the "21 Means 21 Pole Award" when a pole winner is under 21 years of age, as industry regulations prohibit alcohol advertising from being carried by those under 21 years of age.The original premise behind the sponsorship was that each driver who won a pole position in the previous Cup Series season was entered in The Clash at Daytona at Daytona International Speedway a week before the season-opening Daytona 500. The Pole Award was not given at events where Pole Qualifying was rained out and the line-up was determined by owner's points.

Initially sponsored by Anheuser-Busch's Busch Beer, the award was transferred over to the Budweiser brand in 1998. Molson replaced Anheuser-Busch in 2008 as the official beer sponsor, renaming it the Coors Light Pole Award in 2008 after the Canadian brewer's signature beer brand. This ended the connection between the Pole Award and the Shootout, which continued to be sponsored by Budweiser. Coors Light also did not buy air time during qualifying broadcasts as Budweiser had, so Coors Light has never been the title sponsor for qualifying telecasts as Budweiser had been from 2001–2007.

With Budweiser's sponsorship of the Daytona Shootout ending after 2012, and series sponsor Sprint taking over sponsorship of that race, Coors Light Pole Winners are once again given a birth in the renamed Sprint Unlimited. When Coors Light Pole Qualifying is rained out, the polesitter is not given the Coors Light Pole Award and the Sprint Unlimited birth, the same protocol followed by Budweiser at the time when they gave away a position in the Bud Shootout. However, with the new multi-round qualifying format being used starting in 2014, the Coors Light Pole Award and the Unlimited birth are given out as long as at least one round is completed. An example of this contrast is that at the 2014 Toyota Owners 400, Coors Light Pole Qualifying was completely rained out, giving Kyle Larson the pole position, however he was not given the Coors Light Pole Award or a birth in the 2015 Sprint Unlimited. However, later in the year at the Coke Zero 400, David Gilliland was fastest in round 1 of qualifying, and was given the pole after rounds 2 and 3 were rained out. Because one round of qualifying had been completed, the session was declared official and Gilliland was given the Coors Light Pole Award and the berth in the 2015 Sprint Unlimited, But Gilliand sat out of that race.

Capcom Bowling

Capcom Bowling is a top down bowling simulation released to arcades in 1988 by Capcom. Up to 4 four players could play a single game playing alternately. The controls feature a trackball which is used to control both direction and power, and two buttons which control left and right spin or hook.

The game was released in both upright cabinet and latterly as a cocktail version. Most of the upright cabinet are conversion kits for existing cabinets although a limited number of dedicated cabinets were produced. These cabinets featured a birch plywood finish to mimic a bowling lane, a larger marbled trackball and painted side art.An alternate version, Coors Light Bowling, was released the following year.

Coors Light Cash Spiel

The Coors Light Cash Spiel was an annual bonspiel, or curling tournament, held as part of the men's World Curling Tour. The event was held in November and took place at the Duluth Curling Club in Duluth, Minnesota. It was held in conjunction with the Molson Cash Spiel on the women's World Curling Tour.

Guam Shipyard

Guam Shipyard is a top level soccer (football) club that currently plays in the Guam Soccer League in the United States territory of Guam. The team have won three national cups and hold the record for the most league championships. They regularly finish near the top of the Guam Soccer League table.

Guam Soccer League

Guam Soccer League (GSL) is the top league of the Guam Football Association in the United States territory of Guam. Since 2004, the GSL has had two levels: Division 1 and Division 2. Since 2007, the league has adopted a longer season that starts in the fall and ends in the spring. Previously, the GSL was divided into two seasons: Spring and Fall. When the champions of the Spring and Fall seasons were different, a one-off match was played to decide the year's overall champion.

Klimaszewski Twins

Diane and Elaine Klimaszewski (born September 13, 1971) are Polish American models better known as the Coors Light Twins. They are also actresses and were briefly members of World Championship Wrestling's Nitro Girls.

Mo Moorman

Maurice "Mo" Moorman (born July 24, 1945) is a former American college and professional football player. He played collegiately for Texas A&M, and went to the American Football League's Kansas City Chiefs as a first-round draft choice in 1968. After winning the American Football League Championship with the Chiefs in 1969, he started for them in their victory over the National Football League Minnesota Vikings in the fourth and last AFL-NFL World Championship Game. He wore jersey number 76. He threw the key "trap" block on the famous touchdown play in the game, "65 Toss Power Trap."

Following his AFL/NFL career, Moorman returned to his home city of Louisville, Kentucky and started Mo Moorman Distributing Company. The distributing company featured Coors Light, Zima, Corona, and other imports such as Stella and Dos Equis. In 2007, Mo sold the company to River City Distributing Company giving River City over 80% of the market share in the city of Louisville.

Molson Cash Spiel

The Molson Cash Spiel was an annual bonspiel, or curling tournament, held as part of the women's World Curling Tour. The event was held in November and took place at the Duluth Curling Club in Duluth, Minnesota. It was held in conjunction with the Coors Light Cash Spiel on the men's World Curling Tour. It last ran in 2006.

Textilease/Medique 300

The Textilease/Medique 300 was a NASCAR Busch Series stock car race held at South Boston Speedway, in South Boston, Virginia. One of the inaugural events of the series from its 1982 season, it was one of three races at the track in 1982, five in 1984, three in 1984 to 1985, four in 1986 and, from 1987 to 1991, was the series' second annual visit to the track; no Busch Series events were held at South Boston Speedway in 1992 or 1993, during which time the track was reconfigured from 0.357 mi (0.575 km) to 0.400 mi (0.644 km) in length, but in 1994 a single race returned to the track, and was run annually until 2000, after which South Boston Speedway departed the series schedule. The race distance was 200 laps (71.4 miles (114.9 km)) in 1982 and from 1985 to 1990, 300 laps (107.1 miles (172.4 km)) from 1983 to 1984 and in 1991, and 300 laps (120 miles (193.1 km)) from 1994 to 2000.Tommy Houston won the race three times, the most of any driver; Dennis Setzer scored his first career Busch Series victory in the 1994 event.

The Pavilion (Scranton, Pennsylvania)

The Pavilion (originally known as the Montage Mountain Performing Arts Center) is an outdoor amphitheater located in Scranton, Pennsylvania, within the Montage Mountain Ski Resort. A temporary fixture was originally built in 1992, known as the Montage Mountain Amphitheater. However, due to the venue's popularity, a permanent venue opened in 2000.

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