Coors to Introduce
Low-Carbohydrate Beer

Adolph Coors Co., the No. 3 U.S. brewer, said on Wednesday it was introducing a low carbohydrate beer to gain market share with health-conscious drinkers.

The new beer, called Aspen Edge, is designed to compete with products such as rival Anheuser-Busch Cos. Inc.'s Michelob Ultra.

Aspen Edge will be sold in 10 states starting on March 1. Coors said in a statement it plans to make the product available across the United States by the end of 2004.

Coors said it will support Aspen Edge, which will be sold in packages of 6 bottles and 12 bottles, with a media campaign that includes television and radio commercials, as well as with billboard advertising.

Over the past year, Michelob Ultra has allowed Anheuser-Busch to consistently increase profits in an industry suffering from sluggish volume growth worldwide.

Reference Source 89

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