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GOLDEN, Colo. -- On April 15, 2008, Coors Light will celebrate the tax deadline with "National Venting Day," to launch its new Vented Wide Mouth Can, the company stated.
The cans feature a built-in vent for a smoother pour and an 8 percent wider opening, allowing the brew to be poured similar to draft-style beer, without creating a vacuum or "glugging" effect, according to the company. All 12-ounce Coors Light and Coors Banquet cans will feature the Vented Wide Mouth can beginning in April.
"We know from talking to beer drinkers that more than half of them do not like the way their beer pours from a can and want a smoother pour," Lee Dolan, vice president of marketing for the Coors family of brands, said in a statement. "The Vented Wide Mouth is the latest step in our attempt to create a can that drinks like a frosty glass. On Tax Day, we're giving beer drinkers a better way to Vent."
Coors Light will support National Venting Day with select local market activities for adult beer drinkers to celebrate tax day, the company stated. The launch of the Vented Wide Mouth Can will be supported with a full marketing campaign including TV, print, online, radio, point-of-sale and out-of-home materials, the company stated.