COORS LOOKS TO ATTRACT MORE AFRICAN AMERICAN CONSUMERS
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).