Molson Coors Beverage Co.

Client: Coors Brewing Co.
Producer: Thomas A. Schutz Co.

Client: Miller Brewing Co.
Producer: KCS Industries Inc.

KCS Industries Inc.
Miller Brewing Co.
Thermo-formed Plastics: Wall Units

Products: Original Coors, Coors Light, Coors Extra Gold, Keystone, Keystone Light, Keystone Dry and Cutter
P-O-P companies: Coors Creative Services (concept); Everbrite, Greenfield, Wis. (design and manufacture)
Distribution: On-premise locations and liquor stores
Construction: Injection-molded polycarbonate plastic, neon tubing

Product: Coors Light
P-O-P company: Graphic Communications, Golden, Colo.
Distribution: Grocery, convenience, liquor and drug stores
Construction: Paper stock

Product: Miller Lite, Genuine Draft and Genuine Draft Light beers
Number of displays: 5,000
P-O-P company: Wordenglass & Electricity Inc., Kalamazoo, Mich.
Distribution: On-premise locations
Introduction: October 1992
Duration: Permanent
Construction: Electriglas, a neon-filled, cut-glass panel
Miller Brewing chose a sealed neon sign for its on-premise efforts, noting its safety as a key concern.