Coors light does you right!

Rafael Molines
IND316 Project 2
Coors Brewing Company
Introduction and Early Years:
Coors Light has been a favorite among beer consumption in America for over one hundred years.
There are many different beers you can buy that range in all tastes and flavors but few can say they are so
good they have been around for almost one hundred and fifty years. In 1873, Adolph Coors and Jacob
Schueler were able to gather twenty thousand dollars to create the Schueler & Coors Golden Brewery.
They learned how to brew beer in Germany and brought their skills overseas to America to start their own
brewing company. The Coors Brewing Company was created in Golden Colorado and is the largest single
brewery facility in the world. Adolph Coors bought out the whole rights to the company and maintained
them for a long time until a later merger with a big Canadian brewery.
The Coors brewing was one of only a hand full on brewing companies to survive the Prohibition.
During these bad times for brewing companies, the Coors facility turned into a malted milk and near beer
production facility. The Mars candy company was the primary consumer of the malted milk. The near beer,
labeled Manna, was also another product of the company during the prohibition era. But the company
would have never survived of it was not for the help of a porcelain company as well as a cement and real
estate company. Once the Prohibition was lifted in 1933, the Coors Brewing Company was one of few to
survive and thus prosper into the company it has become today. In 2007, Coors Brewing Company merged
with Molsen Brewing Company out of Canada to create The Molsen Coors Brewing Company. This merger
will help The Coors brewing company in growth and distribution of product.
Coors Marketing:
Coors Brewing Company is sponsors to many large organizations. They were formally the official
sponsor of the NFL until 2011. They are the official NASCAR sponsorship and also regularly sponsor individual
cars under team organizations Melling Racing and Team SABCO. They also sponsored a Coors stock car until
2008. They are the official sponsors of a few different NHLs hockey teams, including Detroit Red Wings,
Colorado Avalanche, Phoenix Coyotes, San Jose Sharks plus all six teams located in Canada. In addition, they
also are the official beer of the Professional Rodeo Cowboys Association and Coors Field Stadium in Denver
Colorado where the Colorado Rockies Baseball team plays. They are also affiliated with the Coors Events
Center on the campus of The University of Colorado. This event center was named after Adolph Coors. Coors
still has many more sponsorships on different levels including some overseas in the English rugby league and
also some other sports events such as cycling.
Coors is also involved in a long list of local and smaller venues and events. These small markets also
advertise with banners and flyers. At times, the Coors Company will send sales representatives, which are
usually young beautiful women dressed in skirts, to the local bars to advertise and give away merchandise and
free beers. This is a marketing strategy to keep the small local bars involved and wanting to consume their
Coors light does you right!

products by offering free gifts and free beers. These ladies main goal is to spread a positive word and convince
people that Coors products are the best, just like an advertisement sticker, only its through a live body.
Design Innovation:
In the 1950s there was a milestone that every brewing company
in the country can appreciate. The Coors Company showcased the
nations first all-aluminum two-piece can. This new design was a first of
its kind and scrapped the original idea of a steel can. The can was a
revolution for recycling aluminum and had little to no effect on the
beer as opposed to the old steel cans that would have some negative
effects and rust issues. The conversion to aluminum cans is still around
today and aside from glass bottles is the primary medium for beer. This
innovation eventually landed Bill Coors, CEO, in Modern Metals
Magazine honoring him as Man of the Year. This design is in
important part to a successful and recyclable future.
Some other design innovations have come from how they have
transformed the aluminum can itself. To name off a couple things, they
began to create a wide mouth opening for a much more comfortable
drink and also vented slit on the mouth opening allows for air flow and
smooth pour into mouth. Also the Coors Company was able to
Engineer a color changing tint on the face of the aluminum can to
detect the temperature of the beer. This is a patented design allows
consumers to know if the beer is at drinkable temperature by a visual
instead of having to physically touch the can. This may not seem to be
a big deal to most people, but this shows the creativity of the company
and willingness to continue to innovate as a company.

Coors light does you right!


The coors Light Can Is.
Awesome!
Silver!
Widemouth!
Excellent

Design Philosophy:
Adolph Coors believes in the cold brew and cold taste of their
product. The company spends a tremendous amount of money to ensure
Coors beer is kept refrigerated from the time it is brewed, to the time it is
consumed. They believed that keeping the beer cold throughout the
whole process would ensure a superior tasting product. This became
expensive because of all the additional refrigeration needed to transport
and store the beer. This meant that all trucks had to have refrigeration
installed and distribution facilities were required to buy large
refrigeration units to store Coors. This is the only way the company will
sell beer to a distributor. There are a couple situations where state law
prohibits selling beer out a refrigerator and Coors Company is so devoted
and considerate to their standards that they refuse to sell to states that
do not allow the beer to be sold at cold temperatures.
This philosophy of keeping the beer chilled throughout the whole
process has had some pros and cons. The Pros include that the brewing
facility is located in Golden, Colorado, which is in the middle of the Rocky
Coors light does you right!

Mountains, and keeping the beer cold year round is not a big problem.
Also the taste of the beer stays consistent and is more desirable by the
consumer. Also the colder the beer stays, the more preserved it is. The
cons of the philosophy were that it could have limited their potential
growth because of expenses of keeping everything refrigerated through
distribution and sales. Although they wanted to guarantee taste and
quality, it will never be known of they could have grown to an even larger
more successful company then they currently are.

Distribution and Marketing:
Coors Brewing Company initially had the western United States as its target audience. The company
was able to brew and deliver to these western states and became a well-known brand all over the west and
almost like a novelty beer to visitors from the east coast. The company became even more popular when they
landed a contract with the United States military to supply troops with beer throughout the war. This caused
the Coors brand to be distributed to an even larger group of potential consumers of the alcoholic beverages in
the future. Although the popularity of the beer could support supply and distribution to the east, they were
not able to distribute to the east coast until about the mid 1980s. The Coors Brewing Company is currently a
regional division of the worlds seventh-largest brewing company, and the third largest brewer in the United
States.
Coors beers are packaged in a variety of shapes and sizes. They have aluminum cans, glass bottles,
plastic bottles and keg distribution methods for their product. Each different method of consumption could
have its own benefits and faults, but Coors allows for their product to be serves in every way for every
customer. Coors can be credited for the first innovated aluminum can for beer in the United States, but there
are people who prefer the glass because they say that the beer in glass gets colder then they cans. But there
are a lot of places where the bottles are not allowed, such as pool areas or anywhere in public where people
could potentially be walking barefoot, then cans or beer on tap in a plastic cup is recommended. Coors is able
to now distribute all across America and in any form to best suit the needs of the consumer.

Visual Characteristics and Slogans:
The Coors Brewing Company has two main lines of beer that they advertise with and give a
visual characteristic. Coors Original and Coors Light are the two main beers Coors produces.
Coors light does you right!

When it comes to the Coors Original, the slogan is The Banquet Beer. So when commercials
appear on television, it will usually be some whole some story about a cowboy or rancher
completing some heart compelling task, then he will come home after and have a beer, and
the commercial will through the catch phrase make it a banquet beer. This
slogan was added to the can in 1936. The slogan originates,
according to the legend, that area miners would party with requisite Coors. This was in the
early 1800s when the minors would call their parties banquets, so Coors became known as
the banquet beer or party beer. This was the original and cornerstone of the Coors Brewing
Company.
The other option is Coors Light. The slogan for this beer is The Silver Bullet. This can has a lot of visual
presence and is a key advertisement pin point. This can design cannot be confused because it is slim and
completely silver, hence the name The Silver Bullet. The Coors Light will always be advertised in
commercials where the environment is unbearably hot and humid and right when things could not get any
worse, the Coors Light train shows up and cools everyone down and saves the day. The visual aspect is the ice
and chill that follows the train, and relaxes all the people, so the beer is supposed to satisfy the craving and
save the day. This reflects their design principles and how the beer is ice cold from creation to delivery, and
how they care about customer satisfaction. The Coors light arrives on an ice cold train, which just came from
Coors light does you right!

the Rocky Mountains, full of Coors Light for delivery to all. The slogan The Silver Bullet can be recognized
from the cans they are stamped on, to the train that brings them in the commercials. They advertise being the
coldest and being transported at their coldest temperatures.
Reflection:
Coors has been around for over a hundred years. They have survived through the rough times in the
United States in including the World Wars and Great Depression. They are a company of customer satisfaction
and superior quality. They spare no expense when it comes to the treatment and distribution of their product
to the consumer to ensure their satisfaction and brand name. Coors Brewing Company does a great job
advertising and getting their brand out to the public. Being affiliated with sports teams opens their audience
to a wide range of people, and their commercials always have athletes and celebrities to support the Coors
name and quality. They have been re-designing their can and bottle structure only to improve the experience
for the consumer. The standard of brewing, transporting, and delivery at ice cold temperatures is very
attractive from a consumer point of view.Raphael image.jpg
This company shows many signs of success and innovation which should allow them to be in business
for a long time from now. They stick to their quality standards and are always striving to improve the Coors
beer drinking experience. The tradition has been kept because of the strong family ownership and loyalty to
the brand. The merger with Molsen Brewing Company really boosts their distribution and was a strong move
for survival in the long run. The Molsen Coors Brewing Company is now responsible for over twenty six
different beers brewed and will continue to grow in time...\ASU MAIN\IND 316\IND 316 Earn back
project\1930 Coors.jpg
Redesign:
I am going to redesign the Coors Original can. They currently have Coors Banquet beer. I will redesign a
new can of Coors Original Banquet Beerproduct and it will also have a new can feature. This is what Coors
has been doing for many years. They always will reinvent the exterior and structure of the Coors Light can and
introduce some new design feature. The Coors Light always gets the designer marketing and new look, while
the Coors Banquet Beer always remains traditional. As a designer for Coors we will design a new can and label
for the Coors Original Banquet Beer. This new look will give the company a fresh outlook and boost sales of
Coors Original. This design will introduce a new modern style look which should attract a new audience of
consumers.
Coors light does you right!

We will incorporate designs and stylistic text to create a new unique look to the Coors Original can. It
will represent the history of Coors Original, while still giving a new look to its historical roots. The colors will
remain the same but the can will have a new design feature. Coors has a reputation for innovation of can
design. The Coors Light can and side of the company has had the majority of commercial attention and design
features. We will re-design the Banquet Beercan and the label of the Coors Original can to improve
appearance and attract a new audience.









Works Cited
Baum, Dan. Citizen Coors: An American Dynasty. New York: William Morrow, 2000. Print.
Burgess, Robert J. Silver Bullets: A Soldier's Story of How Coors Bombed in the Beer Wars. New York: St.
Martin's, 1993. Print.
"Coors Banquet." Coors. N.p., n.d. Web. 04 Nov. 2013.
"Coors Brewing Company (American Company)." Encyclopedia Britannica Online. Encyclopedia Britannica, n.d.
Web. 01 Nov. 2013.
"Coors Brewing Company." Wikipedia. Wikimedia Foundation, 11 Feb. 2013. Web. 04 Nov. 2013.
Downard, William L. Dictionary of the History of the American Brewing and Distilling Industries. Wesport:
Greenwood, 1980. Print.
"MillerCoors." MillerCoors. N.p., n.d. Web. 01 Nov. 2013.
Coors light does you right!

"Molson Coors Brewing Company." News. N.p., 04 Nov. 2013. Web. 04 Nov. 2013.