Coors Light Proclaims May 15 Cold Activation Day to Celebrate the Latest Innovation in Beer Temperature Technology

GOLDEN, Colo.--(BUSINESS WIRE)--In a movement to deliver refreshment as cold as the Rockies in time for Memorial Day and the summer season, Coors Light, “The World’s Most Refreshing Beer,” is declaring May 15 Cold Activation Day to celebrate its Cold Activated Bottle and Coors Light Code Blue campaign.

Featuring a brand-new look, the innovative die cut packaging indicates the beer is cold enough to drink when the mountains change from white to blue.

“Continuing our quest to deliver the world’s most refreshing beer, we’ve improved our unique cold activated labels and are celebrating nationwide with Cold Activation Day,” said Lee Dolan, vice president of marketing for the Coors family of brands, Coors Brewing Company.

To further celebrate the industry’s first bottles to give adult beer drinkers the ability to know when their beer is cold, Coors Light will bring “Coors Light Code Blue” to life, a signal for adult beer drinkers everywhere to enjoy Rocky Mountain cold refreshment and observe their love for the perfectly chilled beer. A 360-degree marketing campaign including TV, radio, OOH, online and print will support Cold Activation Day and the Coors Light Code Blue campaign.

Ever since Bill Coors invented the aluminum can in 1958, beer innovations and packaging enhancements have been a hallmark of Coors Brewing Company, with the goal of delivering the coldest, most refreshing beer to adult consumers. Other recent innovations and packaging enhancements include:

• Vented Wide Mouth Can: A wider mouth and the first-ever built-in vent allows for a smoother pour
• Super Cold Draft: An innovative draft system that pours Coors Light below freezing
• Frost Brew Liner: The tinted blue liner that protects the refreshing taste of its beer
• Plastic Bottle Cooler Box: The industry’s first ice-ready, one-time use cooler package

All 12-oz Coors Light and Coors Banquet bottles, as well as 24-oz Cold Activated Cans and 7-oz Coors Light bottles feature the new enhancements that bring cold refreshment to life.

About Coors Brewing Company

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company, (NYSE: TAP)(TSX: TAP.TO). It is the third largest brewer in the U.S. The company's U.S. brands include Coors Light, Molson Canadian, Coors, George Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima. For more information on Coors, visit the company's Web site, www.coors.com.

Coors Brewing Company
Jenny Volanakis, 646-682-7682 or 646-682-7683
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