GOLDEN, Colo. -- Coors Light is celebrating Tax Day 2008 with the launch of its new Vented Wide Mouth Can and proclaiming April 15 "National Venting Day." With a new, 8% wider opening, the Vented Wide Mouth Can allows for a smoother pour and delivers a draft-like experience that reduces the vacuum or "glugging" effect, the company said. All 12-oz. Coors Light and Coors Banquet cans will feature the Vented Wide Mouth Can beginning in April.
"We know from talking to beer drinkers that more than half of them do not like the way their beer pours from a can and want a smoother pour," said Lee [image-nocss] Dolan, vice president of marketing for the Coors family of brands, Coors Brewing Co., Golden, Colo. "The Vented Wide Mouth is the latest step in our attempt to create a can that drinks like a frosty glass. On Tax Day, we're giving beer drinkers a better way to Vent."
Other recent Coors innovations and packaging enhancements include Cold Activated Bottle (mountains on the label turn blue when the beer is cold enough to drink); Super Cold Draft (a 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 (an ice-ready, one-time-use cooler package).
Coors Light will support National Venting Day with select local market activities. The launch of the Vented Wide Mouth Can will be backed with a full marketing campaign, including TV, print, online, radio, point of sale (POS) and out of home.
Coors Brewing is a subsidiary of Molson Coors Brewing Co. The company's U.S. brands include Coors Light, Molson Canadian, Coors, George Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.