Pete Coors undone by Rocky Mountain taste

AdPulp points us to this story: It appears that Pete Coors, CEO of Coors Brewing and the sometime face of the company’s advertising, was cited for a DUI in May after leaving a friend’s wedding in Colorado. His blood-alcohol content was reportedly 0.088 percent, slightly above the legal limit of 0.08 percent. The Denver Post finally got wind of the charge, prompting Coors to release this statement: “I made a mistake. I should have planned ahead for a ride. For years, I’ve advocated the responsible use of our company’s products. That’s still my message, and our company’s message, and it’s the right message. I am sorry that I didn’t follow it myself.” How ingenious of him to turn his apology into an advertisement.

—Posted by Tim Nudd