mond3y, September 23, .1977
daily nzbtt&m. .
Perfection is the
Minimum Standard
Perfection -of the Coors brewing process is the result
of eight decades of effort aimed at the. production of a
unique, high quality beer. This perfection represents
the combination of the finest ingredients available,
consistent quality control standards, along with ad
vanced biochemical and engineering technology.
Under constant control, barley that has been malted
at Coors is combined with exact amounts of premium
brewers rice, Pure Rocky Mountain Spring Water and
then heated through various temperature cycles to con
vert the malt and rice starches and carbohydrates to
sugars. The finest obtainable hops are then added
for flavor and then strained out before the product is
cooled and sent to fermenting cellars. Here, culture
yeast is added for primary fermentation, converting
the sugars into alcohol. After the beer yeast is sepa
rated from the yeast, it is then sent to massive glass
lined aging tanks where natural lagering and second
ary fermentation take place over an average of 49 days.
The aged beer then undergoes a careful filtration proc
ess before it is packaged into cans, bottles or kegs and
shipped under refrigeration to independent or com,
pany-owned distributors.
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Brewing in the Future
Adolph Coors Company produced more than 13.5
million barrels of beer in 1976 and is ranked as the
nations fifth largest brewer. By the mid-1 980's the
brewery is expected to reach its maximum capacity of '
25 million barrels at its single plant in Golden, Colo.
While Coors is experiencing a steady growth each
year, the company!s intense dedication to brewing ex
cellence, which dates back to its founding in 1873,
continues to be its major goal.'
Currently, Coors markets beer in the 14 western
states of Arizona, California, Colorado, Idaho, Kansas,
Montana, Nebraska, Nevada, New Mexico, Oklahoma,
Texas, Utah,. Wyoming and metropolitan Spokane,
Washington.
. The company recently announced it has expanded
its marketing territory -to include the states of Iowa,
Missouri and the remainder of Washington. Sales of
beer there are expected to begin by mid-1978.
The companys marketing philosophy is to expand
first to those states contiguous to its western marketing
area, and only when it can provide enough of its fa
mous quality brew to, meet consumer demand. -
BREWED WITH
PURE ROCKY MOUNTAIN
SPRING WATER
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