The Official Beer of "Guy's Night Out(TM)" Has a New Spokesperson
GOLDEN, Colo., May 7 /PRNewswire/ -- Coors Original announced today that
it has signed the founder and creator of the hugely popular West Coast
Choppers to be its new spokesperson. Jesse James, host and star of the top-
rated Discovery Channel program Monster Garage, customizes and builds
outrageous and detailed motorcycles for fans and celebrities such as Kid Rock,
Shaquille O'Neal, Keanu Reeves and Tyson Beckford.
(Photo: http://www.newscom.com/cgi-bin/prnh/20040507/NEF006 )
As part of this deal, Coors Original will partner with Jesse James on both
a sweepstakes and the design of Jesse James merchandise and collector
packaging. In addition, the biker will be featured with his real-life crew in
Coors Original's latest television spot, and will make regional appearances
this summer with the Coors Original West Coast Chopper for the brewer.
"Jesse James showcases the ultimate 'real guy' lifestyle, which goes hand-
in-hand with the Coors Original positioning as THE real beer for real guys and
their friends," said Scott Coors, for Coors Original. "We are excited to
collaborate with Jesse to create a one-of-a-kind promotion that attracts
consumers who have an appreciation for the best of the best -- from the
legendary taste and quality of Coors Original to Jesse James' one of a kind,
hand built, 160 horsepower masterpieces."
About the Sweepstakes
Five lucky Coors Original fans will have the chance to meet and hang out
with the motorcycle guru in Long Beach, California, and compete in a "Weld
Off" contest where the winner will ride away on Jesse's personal creation, the
Coors Original West Coast Chopper, plus cash, for a package valued at
approximately $165,500. The competition will be reality-TV style, where Jesse
James will teach contestants a short course on the art of welding. He will
then rate the visual quality and test the strength of each weld, with the
winner taking the chopper home. Jesse James' fans can log on to
http://www.coorsoriginal.com starting June 1st through August 31st, 2004 for complete
official rules, odds of winning and online entry, and for great stuff from
Coors Original and Jesse James.
About the Collector Cans
Consumers will have the chance to bring home a sample of Jesse's work when
Coors Original releases "Jesse's Custom Six Pack" of six collectors edition
cans featuring technical drawings of his favorite choppers. The chopper cans
will be available off-premise during June and July in 16oz and 24oz sizes. In
addition, 12oz bottle and can packages and cartons will feature technical
drawings of the Coors Original West Coast Chopper during this same time
window.
About Coors:
Coors Brewing Company (CBC) is the third-largest U.S. brewer and the
second-largest brewer in the United Kingdom (via its European subsidiary,
Coors Brewers Limited). As the principal subsidiary of Adolph Coors Company,
CBC sells its products in North America, Latin America, Europe, and Asia.
For more information on Coors Brewing Company go to http://www.coors.com.
About West Coast Choppers:
Jesse James' West Coast Choppers was founded 10 years ago in a corner of a
friend's garage. Today, the company has over 50 employees, and its custom
bikes range from $60,000 to $150,000. Jesse James creates bikes for motorbikes
fans and celebrities, and on Mondays, he hosts Monster Garage, a Discovery
Channel show, where he and a team of five guests transform a conventional
vehicle into an unbelievable mechanical creation.
For more information on West Coast Choppers go to
http://www.westcoastchoppers.com.
Contact Information:
Kristen Foster
646-792-2232
KFoster@KPR.net
SOURCE Coors Brewing Company (CBC)
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Photo Notes:
NewsCom:
http://www.newscom.com/cgi-bin/prnh/20040507/NEF006
AP Archive: http://photoarchive.ap.org
PRN Photo Desk, photodesk@prnewswire.com
Related links:
http://www.coors.com
CONTACT:
Kristen Foster of Coors Brewing Company
(CBC), +1-646-792-2232, KFoster@KPR.net
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