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US: Coors Light vents on Tax Day

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Coors Brewing Co. has lined up the launch of a new type of can for its Coors Light brand this month in the US.

The subsidiary of Molson Coors Brewing Co. said today (8 April) that it will be "celebrating Tax Day 2008 with the launch of its new 'vented wide-mouth can' and proclaiming 15 April: 'National Venting Day'".

Coors Brewing vice president of marketing Lee Dolan said: "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. 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."

"With the industry's first built-in vent and an 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 added.

All 12-oz Coors Light and Coors Banquet cans will feature the new can packaging design this month, with the launch being supported by a "full marketing campaign, including TV, print, online, radio, POS and out-of-home" activities.


Sectors: Beer & cider

Companies: Molson Coors

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