E-Malt.com News article: 2547

USA: Coors Brewing Company announced on April 26 Aspen Edge, its super-premium, low-carb light lager, will be available to consumers nationwide by May 3 at on- and off-premise outlets, including 7-11, Albertson's, Circle K, Kroger, Safeway, Wal-Mart, and others. Aspen Edge is Coors' first entry into the low-carb beer category and has been generating excitement and sales in the markets where it was rolled-out last month. In the first three weeks of availability, Coors' Aspen Edge became the second-largest-selling low-carb beer in supermarkets, garnering a .4 percent market share of overall beer sales in its initial markets, according to ACNielsen.

"Aspen Edge is being wholeheartedly embraced by distributors and retailers across the nation," said Ron Askew, chief marketing officer of Coors Brewing Company. "This is not only based on anecdotal evidence, but also distributor orders that were higher than forecasted when Coors first launched Aspen Edge in March."

According to an April 2004 Morgan Stanley report, 11 percent of Americans, or 32 million people, currently observe a low-carb diet. What's more, retail outlets and restaurants across the country are now promoting "low-carb" sections and menus, making the low-carb category stronger than ever.

Master Brewers Keith Villa and David Bright took the time needed to perfect Aspen Edge, as their objective was to create a great tasting beer first, and one that was low in carbs second. During this process, Coors conducted extensive research and development. Using a proprietary brewing and fermenting process that includes a special blend of malts and unique Aspen Edge yeast, they created a refreshing lager-style beer that is golden in color and has great taste.

"As a beer lover, I understand that taste always comes first," said Coors Master Brewer, Keith Villa. "I am very proud of the final product. Aspen Edge is a great tasting beer that just happens to be low in carbs." Aspen Edge has 2.6 grams of carbs and 94 calories and is available in 6- and 12-pack bottles.

Founded in 1873, Coors Brewing Company (CBC) is the third-largest U.S. brewer and the ninth-largest brewer in the world. Coors sells its products in North America, Latin America, Europe, and Asia. Coors' brands include Coors Original, Coors Light, Killian's Irish Red, Blue Moon, Zima, Keystone, and Extra Gold.


28 April, 2004