August 7, 2003–(Golden, CO)-In Ireland, little moments are enough reason to celebrate with a quality beer. Killian’s wants to embody that state of mind and remind consumers that every day there are many reasons to step up to a better beer and celebrate-from the sunny Friday afternoon get-together, to winning on a scratch ticket, to catching a cute daily commuter’s eye. These everyday celebrations call for Killian’s!

A New Look
@@img2 On the inside, Killian’s is still the same quality recipe dating back to 1864 from Enniscorthy, Ireland. On the outside, Killian’s has a new, updated look, reflecting a unique combination of modern and traditional design created to pop off the shelves and from behind the bar. Killian’s has also redesigned its tap knob to support the new packaging.

“Consumers told us that when they try Killian’s they are pleasantly surprised with its high quality taste and how easy it is to drink,” said Jeff Donaldson, assistant brand manager for Killian’s. “We wanted our packaging to reflect that same thing to consumers who trade up to above-premium beers, but who may not have tried Killian’s.”

Imported Glassware Technology
In addition to the package update, Killian’s is bringing exclusive, etched, 16-ounce pint glasses to the US featuring a laser etching of the signature Killian’s horse head at the bottom. The etching is a popular technology used throughout Europe and Ireland that enhances the beer by “agitating” it to release carbonation and create a perfect head all the way to last sip, whereas typically a beer’s head disappears midway through the drink. Currently, Killian’s has exclusive rights for the glasses and will be distributing them to on-premise accounts for the remainder of 2003 and throughout 2004.

@@img1 Timing
Killian’s new packaging will be available in 6-pack bottles, 12-pack bottles and 12-pack cans, on- and off-premise beginning September 1, 2003. Killian’s glassware and tap knobs will be in on-premise accounts by the end of September.


About Killian’s
The Killian’s Irish Red recipe dates back to 1864, when George Killian’s great grandfather first brewed the amber liquid in Enniscorthy, Ireland. Coors Brewing Company acquired the rights to brew and market the product in the United States in 1981.

Killian’s Irish Red derives its distinctive red amber color and taste from special caramel malt that has been roasted at a high temperature longer and more slowly than most malt. The long brewing time (fermenting, aging, etc.) works to smooth out the flavor. There are absolutely no coloring agents or artificial additives of any kind used in brewing Killian’s.

Debbie Rizzo
617-723-8929 x5341

Julie Beck
617-723-8929 x5112