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GOLDEN, COLO. – Coors Brewing Co. may be carefully weighing its options before taking a dive into the ice-beer category, but it inched closer last week, assigning Austin, Texas-based GSD&M a Coors ice project.
Insiders say Coors handed GSD&M the project after considering both it and Tatham Euro RSCG/Chicago 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 say if Coors does move on the brand, it could see a budget somewhere around $10-15 million.
But that remains an if.
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