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Microbrewers are sure to be checking this next statement for accuracy: Coors Brewing Company has announced it’s created the first beer to take 99.8 percent of its ingredients from Colorado—from hops to packaging to the marketing devices on each bottle of Colorado Native lager.
With it, AC Golden Brewing Company intends to reach out to younger adults who tend to support local companies and consume products that don’t negatively impact the environment, writes the Denver Business Journal. The beer hit shelves in Denver- and Boulder-area liquor stores recently and should expand through the state in coming weeks.
Among the closest competitors to Colorado Native, according to the Journal, is Fort Collins-based Odell Brewing Company’s Mountain Standard Reserve ’09, made with 400 pounds of hops from a Paonia farm, though not all of its ingredients are local.
AC Golden’s marketing is going to be high-tech, using SnapTags created by Colorado-based SpyderLynk, reports Westword. Customers will use their cell phones to take pictures of the lager’s logo and then e-mail it to AC Golden. In return, they will receive a message asking them where they are, how long they have lived in Colorado, and so forth–an effort to “begin a real one-on-one dialogue with the beer,” the company says.
Or they can just drink it.