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Coors Launches Sparkling Water Product

January 15, 1990

GOLDEN, Colo. (AP) _ For the first time since Prohibition, a division of Adolph Coors Co. is selling a non-alcoholic beverage, Coors Rocky Mountain Sparkling Water, company officials said Monday.

The product goes on sale this week in Colorado, Arizona and Northern California cities mainly in the San Francisco area, Coors spokeswoman Heidi Buehler Nogues said.

″Bottled water is the fastest-growing beverage category in America,″ John Recca, brand development manager, said in a news release.

Coors Rocky Mountain Sparkling Water will be packaged in 6.5-ounce, six- pack bottles and in 28-ounce bottes, officials said. It will be available in original, lemon lime and cherry.

In the past five years, the bottled water marketplace has grown about 10 percent, primarily because of consumer interest in health and fitness, Coors said. Consumption of alcoholic beverages has declined.

Coors said a key to its product is the use of Rocky Mountain spring water, an ingredient that has made the company’s beers famous for 50 years.

During the 1920s, the manufacture, sale and transportation of alcoholic beverages was banned in the United States. Buehler Nogues said Coors sold malt beverages which did not contain alcohol. The law was repealed in 1933.

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