According to a recent AdAge piece, Coors' consistent messaging borders on maddening: Every ad harps on cold refreshment, invoking the brand's cold-filtered origins (they call it "sterile filtered") and Rocky Mountain roots. Beyond the ads, a constant stream of innovations touts special tap handles that pour beer below freezing temperatures; labels that turn blue when the beer is cold enough to drink; frost-lined cans; and a lined 12-pack case that holds ice. It's hard to miss the point.
Coors also has evoked the era when it was a regional phenomenon by reverting to the yellow cans enthusiastic drinkers from east of the Mississippi used to smuggle back home in their airplane luggage. "We managed to regain our authenticity," said Andy England, Coors' chief marketing officer.
Interestingly, every American brewer has its own take on authenticity. The real critical turning point is at the bar itself when all that matters is what's available.