Extra Gold launched in Great Britain

Modern Brewery Age, Sept 7, 1992

Backed by the largest advertising campaign ever organized in support of a new premium lager beer in Great Britain, Coors Brewing Co. introduced Coors Extra Gold to northwest England and Scotland on September 1.

The launch is the first half of a two-phase British rollout for the brand, which will be brewed in the U.K. under a licensing agreement with Scottish & Newcastle, PLC, of Edinburgh, Scotland. According to Coors officials, Scottish & Newcastle spent nearly $12 million to upgrade its Royal Brewery in Manchester, England, to handle the Coors business.

"We are excited about this move," reported Mark Stankovic, Coors' director of international marketing. "The lager market makes up over 50 percent of total beer sales in the U.K., and within that market the premium segment is doing extremely well."