Coors Light

Coors Light

Logo used 2015-present
Type	Beer, lager
Manufacturer	Coors Brewing Company
Distributor	Coors Brewing Company
Country of origin	US
Introduced	1978
Alcohol by volume	4.2%
Website	www.CoorsLight.com

Coors Light is a 4.2% ABV light beer brewed in Golden, Colorado and Milwaukee, Wisconsin. It was first produced in 1978 by the Coors Brewing Company.

The beer has a "Cold Certified" label which turns the mountains on the label from white to blue when the beer's temperature is lowered to 39 degrees fahrenheit. Coors Light has a "mountain icon" to represent the beer in place of the logo. The icon is a stylized drawing of a mountain with two peaks. The bottom has a tail that signifies movement.

Adolph Coors was born in 1847 in a German town known today as Wuppertal-Oberbarmen. At the age of 14 he began working at the Henry Wenker Brewery in Dortmund,. Adolph Coors considered that water was the key ingredient for a perfect beer. Therefore, he decided to locate Adolph Coors Company in Golden, Colorado in 1873. The Rocky Mountains are the primary source of the water used in the beer.

There were a number of trends occurring in the mid-1970s. Health was one of the most discussed topics in the American population. The baby-boomer generation was reaching their drinking age, and therefore they gave the beer drinking demographic a shift. They were concerned about their health, but they also wanted to drink beer. There was a growing interest in low-calorie beverages. In 1975, light beers made up only 1% of beer consumption in the United States, and by 1994, they accounted for 35% of all domestic beer sold in the United States. In 1978, Coors introduced the popular Coors Light brand.

Coors Light advertisings highlight the quality of the beer as the most refreshing place on earth. Additionally, Coors Light ads are designed to target young demographics. The stories behind the ads seek to capture the attention of young people, situating them in cool places they would like to be. Cavalry Agency out of Chicago, IL, is the current Advertising Agency for Coors Light. They are responsible for the 'Reach For The Cold' Campaign featuring the Coors Light Explorers. Additionally, on April 2013, the agency produced a Digital Video for Coors Light ad known as Coors Light the brewer ambushes a summer pool party with the frosty taste of winter. The T.V. ad was considered the ad of the week in the Adweek publication.