Florida man accuses Coors of false statements

Man says he wouldn’t have bought Coors Light if he’d known it wasn’t brewed in Golden

Posted 3/29/16

A Florida man is upset that his Coors Light purchases from supermarkets in Miami Beach were not brewed in Golden and is suing the MillerCoors brewing company for false advertising.

Joaquin Lorenzo filed the complaint Feb. 10.

He said …

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Florida man accuses Coors of false statements

Man says he wouldn’t have bought Coors Light if he’d known it wasn’t brewed in Golden

Posted

A Florida man is upset that his Coors Light purchases from supermarkets in Miami Beach were not brewed in Golden and is suing the MillerCoors brewing company for false advertising.

Joaquin Lorenzo filed the complaint Feb. 10.

He said MillerCoors misleads consumers by using advertising slogans such as “Proudly Brewed in our Rocky Mountain Tradition,” “When the Mountains Turn Blue It’s as Cold as the Rockies,” “What Would We Be Without Our Mountains?” “Our Mountain is Brewing the World’s Most Refreshing Beer” and “Born in the Rockies.”

In a statement, MillerCoors spokesman Marty Maloney called the lawsuit “baseless and without merit” and said to Coors Light’s birthplace in the Rockies in 1978 is an incontrovertible fact.

“The brand’s messaging continues to be inspired by its Rocky Mountain birthplace,” the statement said. “We are proud that its popularity allows us to brew Coors Light in several of our breweries and we clearly communicate that fact on our packaging.”

Coors Light is brewed in all eight of the company’s major breweries: Albany, Georgia; Eden, North Carolina; Elkton, Virginia; Ft. Worth, Texas; Irwindale, California; Milwaukee, Wisconsin; Trenton, Ohio and Golden, Colorado.As of 1991, Coors Light became available in all 50 states, plus Canada, Europe, Asia, Latin America and the Caribbean, according to the company website.

Court documents state that Lorenzo “is a reasonable consumer” and that he “would not have purchased Coors Light but for the marketing messages” and “would have purchased other beer, including less expensive beer.” The documents also state that Lorenzo was “deceived and harmed by the marketing messages,” furthermore “induced to pay for beer that had a different origin than advertised and by paying a price premium for beer.”

Coors, advertising, lawsuit, Rockies

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