SOURCE: MillerCoors

MillerCoors

April 17, 2012 09:00 ET

Coors Banquet Celebrates Its Heritage With Father-and-Son Cross-Country Road Trip

Founding Family Embarks on "Golden" Journey to Commemorate the Timeless American Beer and Its Historic Travels

DENVER, CO--(Marketwire - Apr 17, 2012) - Coors Banquet announced today that two members of the Coors family, Pete and his son David, will travel across the country to celebrate the legacy and stories their brand continues to inspire throughout America. The brew's rich history, which includes banquets for miners and presidents, and countless consumer attempts to smuggle it east of the Mississippi River as immortalized in the classic film "Smokey and the Bandit," will be honored by the father-son duo with a road trip that runs from Golden, Colo., to New York City beginning April 23.

For much of its history, limited distribution of Coors Banquet east of the Mississippi River provided the brand with a legendary reputation. Fans of the brand would do anything to get their hands on the beer, frequently driving across the country to stock up on the brew famous for its Rocky Mountain water and high-country barley. Those same ingredients and timeless western values still define the brew today.

"Our family has lived the Coors Banquet heritage since its inception, and my son and I are proud to personally take the famed Banquet trek across the nation," said Pete Coors, MillerCoors chairman and great-grandson of Coors Brewing Co. founder Adolph Coors. "We have often marveled at the extent to which loyal Banquet drinkers will go to enjoy the quality taste of Coors and are looking forward to celebrating with them."

To further celebrate its storied past, Coors Banquet is introducing limited-edition commemorative heritage cans representing four key moments of the brand's history -- 1936, 1940, 1977 and 1988. Each can tells a story relating to the brand's rich heritage and connection to the American experience, a connection grounded in commitment to quality and old-fashioned hard work. The 1936 can, for example, chronicles the story of how the Coors family refused to close during Prohibition -- instead taking the never-say-die attitude and retrofitting the brewery to produce malted milk and porcelain. Pete and David will further honor the brand's history when they hit the road with a 1940's-era Coors Banquet delivery truck, an RV and cases of these limited-edition cans.

The trip, beginning in the Denver area on April 23, will include stops in Chicago on April 25, Indianapolis on April 26 and Cleveland on April 27 before ending in New York City on April 30. In each city, and stops in between, Pete and David will meet with bar owners, merchants and consumers to share personal Banquet stories and enjoy the yellow-bellied cans. They will also encourage legal-drinking-age fans everywhere to share their own Coors Banquet stories on the brand's Facebook page.

For more information on Coors Banquet or to follow Pete and David on their journey, log on to www.coors.com or www.facebook.com/coorsbanquet.

About MillerCoors
Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company's premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World's Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth and Blake Beer Company, MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wisc. and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.

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