Coors Light Promises No More Warm Beer With the New Cold Activated Bottle

Encourages Consumers to Try Its Latest Innovation During Friday's World's

Most Refreshing Happy Hour

May 18, 2007, 01:00 ET from Coors Brewing Company

    GOLDEN, Colo., May 18 /PRNewswire/ -- On Friday, May 18, Coors Light
 challenges adult consumers nationwide to stop suffering from warm beer
 syndrome. As part of an effort to promote its new Cold Activated Bottle,
 Coors Light announces the World's Most Refreshing Happy Hour.
     (Photo: )
     Coors Brewing Company 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 trial of the Cold Activated
     "When drinkers choose Coors Light, they're looking for refreshment. 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 Brewing Company. "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 #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-ounce Coors Light and Coors bottles at participating
 bars, restaurants, grocery, convenience stores and liquor stores.
     About Coors Brewing Company
     Coors Brewing Company is a subsidiary of Molson Coors Brewing Company,
 (NYSE:   TAP; TSX). It is the third largest brewer in the U.S. The company's
 U.S. brands include Coors Light, Molson Canadian, Coors, Killian's Irish
 Red, Keystone, Blue Moon, Coors NA and Zima. For more information on Coors,
 visit the company's Web site,
     Media Contact:
     Jenny Volanakis

SOURCE Coors Brewing Company