Coors Saves Time

You know the old drinker's saying that it
is always 5 o'clock somewhere? Coors is
turning back the clock seven minutes in
an effort to turn the clock forward
when it comes to reaching consumers
through new media.

Coors Light , a division of Molson, is
planning an interactive initiative,
scheduled to start in mid- April, that
promotes 4:53 p.m. as
the new 5 o'clock.

At 4:53 p.m. local time on weekdays,
the Coors Light brand symbol, an old-
fashioned train called the Silver Bullet,
will race across entertainment, news
and sports Web sites that are frequently
visited by the brand's core audience of
men aged 21 to 34.

The train's brief onscreen appearance
will be followed by an invitation to
"Catch the 4:53 to Happy Hour" and a
"Happy Hour Countdown" clock, both in
onscreen spaces devoted to advertising.

The campaign, by the Portland, Oregon,
office of Avenue A/Razorfish,will also
include maps displaying the locations of
nearby bars and lounges
serving Coors Light.

The 4:53 initiative will be preceded by
new television commercials for Coors
Light. The spots feature the train
rushing across the screen to deliver
batches of Coors Light, described in a
new theme line as "the world's most
refreshing beer."   Sure it is....but only
for those who really think any of this
makes even a little sense.
Bud Wins Another Round

Another round in the century long dispute between Anheuser-Busch . and Czech brewer
Budejovicky Budvar is settled, with the win going this time to the American beer-maker.

Anheuser-Busch said Wednesday that an Italian appeals court ruled in its favor, ordering
cancellation of three registered trademarks held by Budejovicky Budvar,
two for Budweiser Budbrau and one for Budweiser Budvar.  

The companies have been involved in a dispute for more than a century over rights to the
Budweiser name. The dispute continues to be settled in courts throughout Europe. The
companies are involved in about 40 lawsuits worldwide. The dispute has spilled over to
Asia, too. In October, Budejovicky Budvar was able to get its trademark registered in
China despite a legal challenge from Anheuser-Busch. The move gave the Czech brewer
the right to sell its lager in the fast-growing Chinese market for the first time.

Budejovicky Budvar was founded in 1895 in Ceske Budejovice — called Budweis by the
German-speaking people who populated the area at the time. Beer has been brewed there
since 1265.  The founders of Anheuser-Busch used the name Budweiser for their product
because it was well-known in their German homeland. The St. Louis brewery got its start
in 1852. It began producing Budweiser, America's first national beer brand, in 1876.
Among other recent legal rulings, the Czechs won judgments in Portugal and Finland,
while Anheuser-Busch has won in Swedish and Hungarian courts.
Feature News  from
Cattle on 40 pints a day of beer

A Cornish farmer is believed to be the first in the
county to experiment with breeding cattle on beer. The
Limousin herd at Woodland Farm in Fentonadle are
given up to 40 pints of local brew a day
as part of their enviable diet.

And they even get a massage to help produce the
speciality Kobe-style beef, based on traditional
Japanese production methods.

Farmer Darren Pluess says the cattle are not harmed
by the diet. "They are completely happy and they do
like drinking beer," he said. "Beer is basically, hops,
water and barley which are consistent with their diet
anyway. "We have problems digesting it, but they are
ruminants and it suits them better."

Mr Pluess's wife Katy said Saturday night could get a
bit rowdy. "If they don't have enough and they run out,
when we bring the beer in they get incredibly excited
and run riot. I don't think they're alcoholics because
they do have water as well if they want, but they
certainly do enjoy it."

The result is fatty well-marbled beef with burgers from
the herd fetching up to L40 each in London

Thousand Dollar Beer

  A $1,000 ticket for holding a cup of beer outdoors at
a St. Patrick's Day parade?
Apparently, that's what happened to hundreds of
people celebrating the holiday in Hoboken, New
Jersey, where police reportedly cracked down on
public partying at the city's March 3rd St. Patrick's Day
parade. More than 560 tickets were issued for
various offenses.