Coors Pure, Molson's first organic beer, hits Colorado shelves — The Know

What’s more Colorado than Coors? How about an organic Coors?

Molson Coors Beverage Company has launched a USDA-certified organic beer, Coors Pure.

Coors hopes to bring the world of running and beer together with a nationwide beer run on Wednesday, which is National Beer Day.

“This is the perfect day to announce Coors Pure to the world and show runners how refreshing a beer made with three simple ingredients — organic barley, organic hops and water –  can be,” says Alex Pascutoi, associate marketing manager for Coors Pure.

Coors Pure hit the shelves last month and is marketed as an above-premium option for active-lifestyle drinkers.

The beer is 3.8% alcohol by volume with 92 calories and zero sugar.

“Coors Pure is the answer for beer drinkers who are looking for an organic, low-calorie option without sacrificing the refreshment they know and love from Coors,” says Marcelo Pascoa, vice president of marketing for the Coors family of brands. “As we approach summer, more exercise enthusiasts are making their way to parks and streets across the country, and we’re excited to introduce a beer that is the perfect refreshment for active people.”

Coors Pure is described as having a subtle malt sweetness and low bitterness and a touch of citrus hop notes.

“We know people are looking for a light and refreshing beer, but (one that) also rewards them for the hard work they put in. We can’t wait for people to lace up their running shoes and give Coors Pure a taste,” says Pascutoi.

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