The daily Nebraskan. ([Lincoln, Neb.) 1901-current, September 26, 1977, Page page 9, Image 9
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. ; j-.' . i i l it.",, - I i l , 1 J f ' : " k -. .f".-.,.r-"w-, I"1 . .4 ' t 1 - "r- i 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 ti 'TV V " ..-:5-" "Tvv. JS-'.iS-' .? ' . v '.:.v.v...-S:....s Aw: .-.v ,. I M t m y l I:-: M j -,; ; ...TASTES NATURALLY REFRESHING " M I HVI - SJf rtu,o ounce. J ... - - ! 1 i i t i .. 1 I - '. . ' ! ; ! V :- ' . r "1 n I -I 4 Adwrtisina tupplsmant to ths Dsity Ntbraskan. " n ,.-,..-;-S'vx.xlk a V . i E f 1 I . v . ivj isms m a