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Coors To Introduce Low Carb Aspen Edge Beer
BioSpace:
Coors Brewing Company (NYSE: RKY) have announced that it will introduce Aspen Edge™ into its portfolio in a bid to capture market share in the expanding low-carbohydrate beer segment. The super-premium beer will be available in 6- and 12-pack bottles on- and off-premise in 10 states on March 1, 2004, with a planned nationwide expansion prior to the end of 2004.
"We are excited to offer consumers a full-flavor, low-carbohydrate beer," said Sara Mirelez, brand manager for Aspen Edge™. "We know beer drinkers have come to expect exceptional taste, quality and drinkability from Coors. Aspen Edge™ carries on that tradition for those who want fewer carbs."
 The Golden, Colo.-based beer-maker said it decided to tap this swanky resort's moniker because it "conjures up quality images," spokeswoman Hilary Martin said Thursday.
"We always are thrilled when we can leverage our Rocky Mountain heritage," she said.
 Coors has not yet disclosed the carbohydrate level in Aspen Edge, nor its packaging, but the obvious competition target is Michelob Ultra, which has captured about 3 percent of the U.S. market since its debut in September 2002. Coors will also borrow another Michelob Ultra marketing strategy from A-B's playbook; Aspen Edge will be priced higher than Coors Original, much as A-B prices Michelob Ultra at a higher point than its flagship Budweiser brand.
Follow-on Story: The Rugged Elegance Inspiration Network, 4/8/2004
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