Competitors Take Aim at New Coors Light Can

Thursday, 15 August 2013 | by Pat's Picks

The new Coors Light can is being touted as the “world’s most refreshing can,” a claim that has prompted Anheuser-Busch and its other competitors to mount a formal complaint to federal regulators says the St. Louis Post-Dispatch. The complaint takes issue with three statements that it says are false: that the can provides a “smoother, more refreshing pour,” that it “locks in frost brewed taste,” and that when the mountains on the new Coors Light can turn blue “it’s as cold as the Rockies.” A little trivia: In 1991, the Bureau of Alcohol, Tobacco and Firearms forced the Coors Brewing Company to drop its slogan “It won’t slow you down” because that’s exactly what beer does.

SOURCE: St. Louis Post-Dispatch