You know the slogan: “When the mountains turn blue, it’s as cold together the Rockies.” yet now it transforms out the Coors light you’re drink may have been brewed elsewhere.

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The Coors Light label reads, “When the mountains turn blue it’s together cold as the Rockies,” but that doesn’t mean it was brewed in the Rockies. Photo: rob Nguyen, Flickr creative Commons

A recent Eater post lays out the details that a class action lawsuit filed in Florida, asserting the the MillerCoors brewery in Golden, Colorado is no longer the only resource of Coors Light. (This un-Rocky fact actually became following a merger in between Molson Coors Brewing agency and SABMiller in 2008.)

The lawsuit, filed through Joaquin Lorenzo the Miami-Dade county charges that marketing and also advertising messages from MillerCoors use tags like, “Proudly brewed in the Rocky hill tradition,” and “Born in the Rockies,” to place the beer together brewed v water from our beloved mountains, and also thus justification a “premium price” that $15 because that a 24-pack.

We definitely understand Mr. Lorenzo’s concerns. Imagine the uproar if Denver Water detailed customers with water from somewhere other than straight from the Rockies. After all, there’s no denying we have phenomenal water.

On the various other hand, how plenty of marketing projects do we watch that, if take away literally, would seem much more than a little bit misleading?


Budweiser is one of many brands stretching reality for marketing effect. Photo: thomas Hawk, Flickr an imaginative Commons

You gain the point. Just due to the fact that an advertising project exaggerates to make a suggest doesn’t median the brand is out to deceive.

But what if your declaring is intentionally misleading, enabling you to offer your product at a higher price? This leader us back to Mr. Lorenzo’s lawsuit.

Is $15 really a “premium price” for a instance of beer?

Coors light is an all-American staple, and it’s mine go-to in ~ Rockies games and on the 4th of July. It’s the second-most famous beer in the United claims (behind Bud Light) and, seemingly, one of its basic appeals is affordability. It’s hard to see Coors irradiate qualifying in a “premium” price point, no matter where the brewed or purchase (event price gouging notwithstanding).


Coors Field, residence of the Colorado Rockies, where, in 2015, a Coors irradiate (complete with souvenir cup) went for $8.50. Now that’s a premium price. Photo: Al Case, Flickr an imaginative Commons

Speaking the the premium stuff, some of our regional breweries have actually been placing a lot of thought into just how they use this valuable Rocky mountain water.

Take, for example, our partner Copper Kettle Brewing, Breckenridge Brewery and Tivoli impending Co. In Denver. They’ve bring away conservation into their own hands, and also we’re working v them to establish the most reliable beer-to-water ratio, and also other methods to conserve water.

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“Working v these breweries help us know what our beer industry is doing,” claimed Michael Thomas, Denver Water conservation specialist. “With practically 100 breweries in our company area, beer is a booming market where reliable water use is becoming an ext and more critical."

The bottom line is, whether you’re a handmade beer aficionado or a Coors connoisseur, we have the right to all agree Rocky hill water should be something one-of-a-kind if people are ready to sue once they’ve to be robbed the the possibility to taste it.