Coors to go with PR flow, give out dollars 500K account

GOLDEN, CO: Hammering home its newfound emphasis on PR, Coors has begun an extensive search for an agency to handle its dollars 500,000 annual account.

GOLDEN, CO: Hammering home its newfound emphasis on PR, Coors has begun an extensive search for an agency to handle its dollars 500,000 annual account.

GOLDEN, CO: Hammering home its newfound emphasis on PR, Coors has

begun an extensive search for an agency to handle its dollars 500,000

annual account.



The brewer has already spoken with a mix of multinationals and firms

renowned for their consumer savvy: Edelman; Patrice Tanaka & Co.;

Burson-Marsteller, Manning, Selvage & Lee; Ruder Finn; Golin/Harris;

KCSA; and Porter Novelli. Coors was rebuffed by Fleishman-Hillard, who

declined to pitch, citing its ongoing relationship with Anheuser-Busch.

The company hopes to pick a winner by April 1, according to VP of

communications Patricia Healey.



The past year has seen Coors place more emphasis on PR than ever

before.



Healey’s position was created early last year and marked the first time

Coors had handed responsibility for overseeing PR to a VP-level

executive.



Healey said the brewer made the decision to look toward outside PR

counsel due to a shift in its overall business strategy. ’We’re in a

position where we’re growing and want a new focus for our future

direction,’ she said.



Over the past two decades, Coors has evolved from a regional brewer with

an almost cult-like following to an international powerhouse, now

standing third among US brewers (trailing only Anheuser-Busch and The

Miller Brewing Co.). The beer market in general is looking up after

several stagnant years during the 1990s, primarily owing to the

demographic fact that the number of Americans turning 21 is on the

rise.



Coors will likely use PR to further fuel its international expansion,

although Healey said the exact scope of the new agency’s duties will be

determined when the company makes its selection.



For the first three quarters of its fiscal 1999, Coors reported net

sales of dollars 1.56 billion, a 7.1% increase from the prior year.

Sales volume was up 2.3% during that same period.



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