Last Call: Silver bullet fired into spring water

A Coors employee brewed up a real PR headache recently by flipping the wrong switch and sending 2,500 barrels of beer foaming down a creek.

The situation came to a head two weeks ago when locals noticed that the clear, Rocky Mountain spring water downstream from the Coors factory didn't seem to agree with the fish. Thousands of them went belly up in the brewsky, and citizens were warned not to drink the water. Spokesperson Aimee St. Clair said the PR staff worked late, quickly drafting a press release apologizing for the mishap and fielding calls from reporters.

At first, St. Clair hesitated to fax a copy of the widely distributed statement to PRWeek (fearing, perhaps, an article like this one?), but eventually relented. 'We are doing an investigation to make sure we know exactly how it happened,' she said.

No mention of whether the fish died happy.

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