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Coors Edge Will Only Be Sold in Texas

By Published on .

CHICAGO (AdAge.com) -- The low-carb beer wars are heating up in Texas.

Coors Brewing Co. in June is rolling out

Related Story:
Rollout of Aspen Edge Looks to Stem Recent Declines
Coors Edge, a new low-carb brew, in the Dallas-Fort Worth area, a company spokeswoman said. The introduction follows the national rollout in May of its other low-carb offering, Aspen Edge.

Declining sales
The brewer is making the move as it grapples with sales declines of its flagship brand, Coors Light, in Texas and nationwide. Coors executives have blamed competition from beers with a low-carb positioning, such as Anheuser-Busch's Michelob Ultra and SABMiller's Miller Lite, for some of the decline.

Texas, one of Coors' key markets, is one area that's been soft, the spokeswoman said.

According to industry newsletter Beer Marketer's Insights, total shipments of Coors brands in Texas since 2001 have slipped 4% to 2.4 million barrels

Two brands, two age groups
Coors Edge is aimed at 21- to 29-year-olds while the Aspen Edge target skews older, the spokeswoman said. Also, Coors Edge is priced against premium beers such as Bud Light while Aspen Edge is priced higher, against brands such as Michelob.

Coors might push Coors Edge in other Texas markets if it performs well, the spokeswoman said. No plans are in place at this point to market the product outside Texas, the country's second-largest beer market after California.

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