Coors Light Introduces New Cold Activated Bottle

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 are working with retailers to engage consumers and encourage trial of the Cold Activated Bottle. "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," says Andy England, chief marketing officer for Coors Brewing Company. Coors Light is 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 26-28, 2007.