E-Malt.com News article: USA: Coors Light(R) Plastic bottle cooler box named best new packaging innovation for 2005

Convenience Store News has named the Coors Light Plastic Bottle Cooler Box as the "Best New Packaging Innovation of 2005." Products were judged by a panel of trade magazine editors and winners were awarded based on packaging and graphics, product innovation and creativity, c-store market appropriateness and flavor. Coors Light will be formally awarded during the Convenience Store News' NACS trade show in November.

"We're thrilled to be recognized by Convenience Store News for our innovative Plastic Bottle Cooler Box," said Jim Sabia, vice president of marketing for Coors Brewing Company. "This award demonstrates Coors' commitment, not only to innovation, but to delivering cold refreshment to consumers."

The Coors Light Plastic Bottle Cooler Box, which began shipping May 1, 2005, is a specially designed 18-pack that converts into a cooler and allows beer lovers to enjoy the Rocky Mountain cold refreshment of Coors Light. The innovative design is the industry's first ice-ready bottle package that can go just about anywhere. Essentially a portable cooler, consumers need only add ice to the cooler to enjoy cold beer anytime. The Plastic Bottle Cooler Box features 18 break-proof 16-ounce plastic bottles, so consumers take beer where glass isn't allowed. And, the resalable plastic bottles keep beer colder.

Coors Light, the official beer sponsor of the NFL, recently introduced a football-themed Plastic Bottle Cooler Box that delivers cold refreshment for the big game. The limited edition NFL 18-Pack Plastic Bottle Cooler Box also includes break-proof plastic bottles which feature a football label with pigskin texturing -- it's like holding a beer and football in your hand at the same time. The NFL Plastic Bottle Cooler Box will be available at retailers beginning October 1 and throughout football season.

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company, (NYSE: TAP; Toronto). It is the third largest brewer in the U.S. The company's U.S. brands include Coors Light, Molson Canadian, Coors, Aspen Edge, Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima XXX.


28 September, 2005