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COORS MAY BE SHUT OUT OF DOWNHILL SKI SERIES
Published April 23, 1996
Coors Brewing may be prohibited from co-sponsoring a downhill ski series with Chrysler's Jeep/Eagle division because of the need to "separate drinking from driving," according to BRANDWEEK. Coors had expressed an interest in becoming part of the Jeep King of the Mountain downhill ski series, but the car company has "done less than jump at the proposition." A Jeep exec said the company is "leery" of a partnership with an alcohol seller. The series was composed of five races this past winter at resorts in CO, CA, UT, and VT, and current associate sponsors include Visa, Hawaiian Tropic, Sabastian Haircare Products and Longines watches. Jeep/Eagle Marketing Manager Lou Bitonti said, while not immediately embracing Coors' request, Jeep has not ruled it out (Trevor Jensen, BRANDWEEK, 4/22 issue).