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COORS LOOKS TO ATTRACT MORE AFRICAN AMERICAN CONSUMERS
Published April 20, 1995
Coors Brewing is "moving on several fronts to make gains" among African-American consumers. The company was a sponsor of the 1995 Alcoholic Beverage Usage Study, presented at the recent Marketing Opportunities in Black Entertainment symposium. Coors National Program Manager Ivan Burwell told the symposium that event marketing -- most notably sports marketing -- will play a major role. Burwell: "We believe that event or sports marketing is a way to attract African-American consumers since it helps us break out of the clutter and establish value." Burwell noted the success of the Coors Lite Orlando Football Classic as well as their latest sponsorship, the U.S. Grass-roots League, an entertainment basketball league being tested in Atlanta and New York in mid-July (Leslie Bayor, AD AGE, 4/17 issue).