GOLDEN, Colo. -- As part of an effort today to promote its new Cold Activated Bottle, Coors Light has announced what it is calling the World's Most Refreshing Happy Hour. Coors Brewing Co. executives, employees and distributors are joining forces to build awareness and trial of the company's latest innovation, the Cold Activated Bottle.
Mountains on the label turn from white to blue when Coors Light is at the optimal temperature for cold refreshment. In cities nationwide, Coors ambassadors will be working with retailers to engage consumers and encourage [image-nocss] trial of the Cold Activated Bottle.
The Cold Activated Bottle is designed to ensure that drinkers experience the coldest, most refreshing beer possible, said Andy England, chief marketing officer for Coors. On May 18, we are celebrating our newest innovation by inviting consumers to come out and raise a cold one for the World's Most Refreshing Happy Hour.
Coors Light will be supporting this effort with focused advertising and point-of-sale materials nationwide. In addition, the Coors Light No. 40 Car, driven by David Stremme, will feature a special Cold Activated Bottle paint scheme in NASCAR race activities the weekend of May 18-19 and May 26-28. In select markets, Coors Light will offer 1-800-TAXICAB vouchers to assist consumers in getting a safe ride home.
According to Coors Light research, consumers want to know when their beer is cold enough to drink. To meet that need, Coors Light introduced the Cold Activated Bottle, which features mountains on the label in Thermochromatic ink that turn blue when Coors Light has been chilled to the perfect temperature for ice cold refreshment. The Cold Activated Bottle is available on all 12-oz. Coors Light and Coors bottles at participating bars, restaurants, grocery, convenience stores and liquor stores.
Golden, Colo.-based Coors is a subsidiary of Molson Coors Brewing Co. The company's U.S. brands include Coors Light, Molson Canadian, Coors, Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima.
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