CHICAGO -- MillerCoors has introduced the Coors Light Silver Bullet Aluminum Pint. The 16-oz. resealable aluminum pint is the brand's most portable innovation to date and officially hits shelves nationwide September 1.
The cold-activated bottle spotlights the brand's iconic Rocky Mountain imagery and is designed with a wide mouth that allows for a smooth pour.
The Coors Light Silver Bullet Aluminum Pint will be available in 9-packs and 24-loose cases wherever beer is sold. The launch is being supported with TV, radio, out-of-home advertising, retail merchandising [image-nocss] and public relations.
In celebration of the arrival of the new Silver Bullet Aluminum Pint just in time for football season, Coors Light is teaming up with quarterback Ron Jaworski to launch the "Pass the Pint for Charity" initiative benefitting the Second Harvest Food Bank of Greater New Orleans and Acadiana.
Beginning today, consumers who visit the Coors Light Facebook page, www.facebook.com/CoorsLight, can digitally "pass" a Coors Light Silver Bullet Aluminum Pint icon to a friend. For pints passed, Coors Light will donate meals to Second Harvest, in effort to reach a goal of providing 200,000 meals to those in need in the area.
"We are thrilled to introduce our new Silver Bullet Aluminum Pint right in time for football season," said Rick Gomez, vice president of marketing for the Coors Family of Brands. "Not only are we excited that this new packaging will allow beer drinkers to enjoy Coors Light in more places, but we're honored to be teaming up with a pro-football legend like Ron Jaworski to raise money for the Second Harvest Food Bank."
Second Harvest Food Bank of Greater New Orleans and Acadiana is leading the fight against hunger in south Louisiana through food distribution, education, advocacy and disaster response. Annually, Second Harvest serves approximately 263,000 people through 240 nonprofit and faith-based agencies across 23 south Louisiana parishesfrom the Mississippi border to the Texas state line. In any given week, nearly 42,000 people access emergency food services through Second Harvest Food Bank member agencies.
The "Pass the Pint" initiative is one of two programs Coors Light is currently involved with benefitting the southeast region of the United States in the aftermath of the Gulf oil spill. The brand is "Giving Back to the Gulf" by partnering with regional food banks to help feed the thousands of families whose livelihood has been impacted by the disaster.
Additionally, as part of the Silver Bullet Aluminum Pint launch, Jaworski will be on hand September 9 in New Orleans, as Coors Light joins the league to kick off the 2010 NFL season. During pre-game festivities, fans will have the chance to throw footballs through large aluminum pint structures with coaching from Jaworski and former New Orleans quarterback Bobby Hebert.
Chicago-based MillerCoors is the second largest beer company in America. It has a broad portfolio of highly complementary brands across every major industry segment, including Miller Lite, Coors Light, MGD 64, Coors Banquet, Miller Genuine Draft, Miller High Life and Keystone Light. The company also imports Peroni, Grolsch, Pilsner Urquell and Molson Canadian and offers products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Co., Blue Moon Brewing Co. and the Blitz-Weinhard Brewing Co. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Co.
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