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Coors Brewing Co. next month rolls out a new bottle for Killian's Irish Red that takes the lager back to its roots. Fashioned after the bottle used when the beer was introduced in Ireland in 1864, the package features a bulbous neck, an embossed signature of original brewer George Killian Lett, and revised graphics.

The introduction will be supported by regional outdoor ads from Integer Group, Golden, Colo., and the bottle will appear in new national TV ads from Foote, Cone & Belding, Chicago, after Coors' wholesaler meeting in March.

The brewer is hoping the new packaging will help Killian's ride the growing popularity of imported beers, Coors wholesalers said, as well as enable the marketer to boost the price of the brand. Imports are the fastest-growing segment of the beer industry, according to industry newsletter Beer Marketer's

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