Coors Light



Coors Light

June 28, 2007 06:00 ET

Coors Light Introduces Cold Certified™ Technology to Canadian Beer Lovers

- Cold Certified Can and Sub-Zero draught ensure Coors Light served ice cold -

MONTREAL, QUEBEC--(Marketwire - June 28, 2007) - Coors Light believes that cold beer is better beer and with the introduction of the latest cold innovation - the Coors Light Cold Certified Can - beer drinkers will know that their beer is ice cold when the Coors Light Mountain Icon on the can turns from white to icy blue.

"Our brewing tradition was born high in the Rockies so we brew Coors Light to be the coldest, most refreshing tasting beer you can find," said Denis Ferlatte, Coors Light Senior Brand Manager at Molson. "The Cold Certified Can gives Coors Light drinkers the signal that their beer is ice cold and ready to enjoy."

The Coors Light Cold Certified Can features proprietary temperature-sensitive thermal chromatic ink technology that turns the Coors Light Mountain Icon from white to blue when the beer has been chilled to four degrees Celsius or less. The Cold Certified Cans will be available in 355 mL and 473 mL and available across Canada - just in time for summer.

The Coors Light Cold Certified Can is introduced to Canadians through a new television advertisement that includes a Web-based interactive component. The 30-second spot features Coors Light Brewing Company employees who disagree over which cold Coors Light promotion to offer their consumers - the Cold Certified Can or summer cooler ideas. The spot leads viewers to an interactive rumble on coorslight.ca to see how the winning idea was determined.

"The Coors Light Cold Certified Can is a new approach to giving our beer drinker more of what they want - colder and better beer. With this new interactive TV spot, we're not only introducing a product that our beer drinkers will enjoy, we're connecting to our target consumers in a way that speaks to them," continued Denis Ferlatte.

Coors Light's commitment to delivering an ice cold experience to consumers isn't limited to cans. To ensure draught beer drinkers are served the coldest, most refreshing draught beer possible, Coors Light is also introducing its Sub-Zero Draught Technology system at select locations across Canada this summer. Sub-Zero Draught Technology is the first pouring system of its kind in Canada to serve beer at a temperature below freezing. The draught beer pouring system features a unique bar-top presence - an ultra modern draught tower that forms an outer layer of real ice.

Go to www.coorslight.ca for full details about both innovations.

About Molson

With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson is proud to be the nation's preferred brewer. The Company proudly offers the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson Canada also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, Foster's Lager and Tiger. Molson employs 3,000 Canadians, operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Canada is part of the Molson Coors Brewing Company.

A photo will be available on the CP Photo Network via Marketwire.

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