GOLDEN, CO: PR for Coors Brewing Company's low-carb Aspen Edge light lager will emphasize the product's flavor and aroma, not how many carbs it does or does not have.
"The principle message we're going out with is taste," said Kabira Hatland, PR manager at the brewer.
Coors is considering working with a PR firm to help with its Aspen Edge efforts.
PR will kick in nationally and in local markets in coming months. The product is initially available in 11 states, but is expected to be sold nationally by the end of the summer.
Efforts will consist of outreach to national consumer and business press, as well as local media, Hatland said.
The team will talk about the proprietary process Coors is using to create the new brew and the role played by brewmasters. "We're going to be really talking and focusing on the care that went into developing Aspen Edge," she said.
An initial release on Aspen Edge discusses the two brewmasters who developed it and their expertise in brewing. Consumer focus group work has gotten a positive response to the product's taste. "We think consumers are going to vote based on what tastes great," Hatland said.
Anheuser-Busch started the low-carb beer movement with its Michelob Ultra brand, and other brewers have followed, all eager to profit from the recent low-carb dieting craze.
But like those pushing such products as low-carb bread, the beer makers are talking more about taste than the carbs in their products, hoping consumers will stick with the offering even if they decide to leave the low-carb bandwagon behind.