GOLDEN, COLO. – Coors Brewing Co. said last week that it has received more than 200,000 phone calls about its Zima Clearmalt brand since it was introduced last September, and the company is using the information to form a database in order to ‘refine the way it markets the brand to various audiences. The company is developing a relationship marketing program targeted to Zima drinkers in different regions of the country. Coors is handling the process inhouse, but has not ruled out farming some of the business out to its newly formed Front Range Communications to help develop plans. The hotline is averaging 20,000 calls a month from consumers. Sixty percent of the callers are male.
Copyright Adweek L.P. (1993)