US: Coors gets premium makeover

By just-drinks.com editorial team | 20 March 2002

US brewer Adolph Coors is changing the name of one of its leading brands Original Coors to Coors Original in a redesign that will include new packaging.  The new can will have gold metallic look to increase the shelf presence, the company said. "We're excited about the new look of Coors Original," said Jim Sabia, brand director, Coors Brewing Company. "Our research indicates that the changes we've made will help increase our relevance and purchase intent with our target consumer."

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US brewer Adolph Coors is changing the name of one of its leading brands Original Coors to Coors Original in a redesign that will include new packaging.  The new can will have gold metallic look to increase the shelf presence, the company said. "We're excited about the new look of Coors Original," said Jim Sabia, brand director, Coors Brewing Company. "Our research indicates that the changes we've made will help increase our relevance and purchase intent with our target consumer."

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