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    Coors Partners with viaLink

    Brewer to automate national pricing for retail chains using viaLink's syncLink service.

    GOLDEN, Colo.

    Coors Brewing Co. yesterday reached an agreement with Dallas-based viaLink Co. to become the first brewer to automate the collection of national retail pricing information using viaLink's syncLink service.

    The ability to provide retail chains with pricing information is expected to further increase the competitive strength of Coors. More than 90 percent of the company's distributors are entering Coors and Molson pricing and promotional information into syncLink.

    Automated collection of retail pricing information streamlines the process and enables better customer service. Expense reductions are gained by reducing the manpower required for information gathering, keying and preparation of this information, the companies said in a statement. At the same time, sales representatives can be more responsive to national chains through the remote accessibility of distributor pricing information, which can be shared onsite and segmented by division, brand, package or other criteria for use in planning more effective promotions

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