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Coors Brewing Co. may be carefully weighing its options before taking a dive into the ice beer category, but the brewer inched closer by assigning Austin, Texas-based GSD&M a Coors ice project.
Insiders said Coors handed GSD&M the project after considering both GSD&M and Chicago-based Tatham Euro RSCG for a number of new-product ideas. While both agencies are working on specific new products, Coors’ ice beer seems to have the most potential. Insiders said if Coors does move on the brand, it could see a budget of $10-15 million.
But that remains an if.
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