Big brewers back American Beer Month
Coors provides first national television exposure
July 10, 2002 - American Beer Month organizers are cheering the additional exposure the national campaign will receive with the announcement that Coors Brewing Co. of Colorado will promote ABM with television billboards on the ESPN family of networks during the month of July.
"Coors Brewing Company's promotion of American Beer Month will be a great step forward to bringing awareness of American Beer Month to the American public. This promotion is an example of a great American brewery with 130 years of tradition standing up proudly for the quality of American beers," said Paul Gatza, Director for the Institute of Brewing Studies.
American Beer Month, organized by the Association of Brewers (AOB) and celebrated in July, is in its third year -- and for the first time is receiving support from American's largest breweries.
Anheuser-Busch's Michelob Amber Bock is sponsoring the first American Beer Month Challenge Cup in bars and brewpubs across the country. That runs July 16-18.
Coors' billboards will run on popular sports programming, through the month of July. This is the first time American Beer Month has been promoted nationally on television. Coors will also promote American Beer Month with local radio tags.
"We are very pleased to support American Beer Month. American brewers produce some of the finest beer in the world, and by generating consumer awareness of American Beer Month, we hope people will choose American brew this month," said Laura Sankey, Vice President of marketing for Coors.
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