Coors to bring suds group to town |

Coors to bring suds group to town

Aspen Times writer

Coors Brewing Co., maker of the low-carbohydrate beer with Aspen’s name attached to it, is bringing its first group of beer drinkers to visit the brew’s namesake next month.

The first incentive travel package from Aspen Edge beer has booked 35 rooms at the Sky Hotel for the last weekend in June, said Aspen Chamber Resort Association President Hana Pevny.

“They’re going to see how welcoming we are – they’re essentially shopping Aspen,” she said at an ACRA board meeting Tuesday.

Coors plans on bringing six more groups to town throughout the summer for promotions.

The lager appeared on shelves in early March, but only in the eastern United States. Like Michelob Ultra, the product is the most recent incarnation of products with fewer carbohydrates – capitalizing on the craze of low-carb regimens such as Atkins and the South Beach Diet. In May the beer became available nationwide.

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