Home > Encyclopedia of Major Marketing Campaigns > Coors Brewing Corporation

• THE AMERICAN ORIGINAL Campaign
• The Prophecy of Coors Original Draft
• Further Reading

17735 W. 32nd Ave.
Golden
Colorado
80401-1217
USA
tel: (303)279-6565
website: http://www.coors.com

THE AMERICAN ORIGINAL Campaign

Overview

Beginning in 1959 Coors Brewing Corp. disdained heat pasteurization, a process used by major brewers that damaged the flavor of the beer slightly in order to increase its shelf life, in favor of cold filtration, a process that protected the beer's flavor but limited its shelf life. In 1985 Miller Brewing Company introduced Miller Genuine Draft (MGD), a beer that capitalized on cold filtration through its nomenclature. It was a...