Coors Banquet flies off shelves in hours, but more is on the way

Some retailers call it one of the biggest successes in years

TORONTO, Oct. 29, 2013 /CNW Telbec/ - The Coors Banquet legend continues to grow. Since arriving in Canada in August, new shipments of Coors Banquet have been selling out in mere hours, with Canadians driving from store to store and taking to the phones and social media in an effort to get their hands on some.

Some retailers are saying it's one of the biggest hits they've seen in years with Banquet even helping draw customers into stores. "Coors Banquet has been the most successful product launch we have had all year," says Brian Symon of Bonnyville Liquor Store in Bonnyville, Alberta. "New stock is gone before we know it, with customers buying it by the flat."

Coors Banquet fans have taken to social media using hashtags like #coorsbanquet, #coorsoriginal, #coorsheavy, #nomorebordertrips and #bestbeerever to express their love for the beer known as The Legend and to share information on where they've seen Banquet inventory on the Coors Banquet Canada Facebook page.

"In my store customers were surprised to see that Coors Banquet was finally in Canada," says Mike Tarkowski of Two Hills Liquor in Two Hills, Alberta. "It really had a wow factor and I even saw people texting their friends to let them know it had arrived."

Long before arriving in Canada Coors Banquet has enjoyed a passionate fan base in this country, including those who set up the Bring Coors Banquet to Canada Facebook page. A limited batch of Banquet was brought to some of Calgary's busiest bars during the Stampede this past summer where 16,000 cans — intended to last 10 days — sold out within 48 hours.

"There has long been an undercurrent of demand for Banquet in Canada and until recently was available only in the United States," says Gregory Major, Director of Coors Family of Brands. "This has inspired frequent cross-border trips by devoted Canadians to bring some home."

While it's been hard to locate for some fans, Molson Coors continues to bring up shipments of Coors Banquet from Golden, Colorado on a regular basis. "We want to thank our customers for their dedication and patience as we do everything we can to get more Banquet on shelves as quickly as possible," says Major, "even if it doesn't stay there for long."

Where available, Canadians can also search for stock availability online through approved provincial beer or liquor retailers.

About Coors Banquet
Coors Banquet was the first beer recipe created by Adolph Coors in 1873. Until 1991 it was only available in the Western United States, prompting a cult following with presidents, movie stars and consumers who had to bring the beer home from Colorado. The legend of the Banquet name goes back to the late 1800s, when thirsty miners threw celebratory banquets with Coors as the honorary beer because of its superior craftsmanship. It is imported from Golden, Colorado and is currently available only in cans at select retailers, bars, and restaurants, in limited quantities.

About Molson Coors Brewing Company
Molson Coors Brewing Company is one of the world's largest brewers. The Company's operating segments include Canada, the United States, Europe, and Molson Coors International. The Company has a diverse portfolio of owned and partner brands, including signature brands Coors Light, Molson Canadian, Staropramen and Carling. For more information on Molson Coors Brewing Company, visit www.molsoncoors.com.

Image with caption: "Coors Banquet - The legend has arrived in Canada (CNW Group/Molson Coors Brewing Company)". Image available at: http://photos.newswire.ca/images/download/20131029_C8120_PHOTO_EN_32687.jpg

Image with caption: "Coors Banquet - The legend has arrived in Canada (CNW Group/Molson Coors Brewing Company)". Image available at: http://photos.newswire.ca/images/download/20131029_C8120_PHOTO_EN_32686.jpg

SOURCE: Molson Coors Brewing Company

For further information:

François Lefebvre
Manager, Corporate Affairs 
Molson Coors
514 529-8583
Francois.lefebvre@molsoncoors.com

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