"I talked to him an hour and a half ago and he is going to run," Gov. Owens told the Associated Press following a briefing on the state's wildfire season. "I think Pete Coors would make an outstanding senator."
Gov. Owens' deputy press secretary referred calls to Coors.
The informal announcement came as a surprise to staffers at Adolph Coors Co., parent of the Coors Brewing Co.
"Coors is in the business of making and selling great beer. We're not in a position to comment," a Coors spokeswoman said. It is unclear when Mr. Coors will make his own formal announcement or how his candidacy will affect his role within the company, founded by his great-grandfather Adolph Coors in 1873.
Gov. Owens earlier this year opted against a Senate bid; he said will meet with U.S. Rep. Bob Schaffer, who is also running for the Senate, before making an endorsement.
A well-known conservationist, Mr. Coors is the former national president of Ducks Unlimited. He worked with the state's Office of Energy Management and Conservation to create a constructed wetlands.