Lawsuit Filed Against Coors Alleges Misleading Advertising
GOLDEN, Colo. (CBS4) - A man in Florida is suing Coors Brewing Company for advertising that is allegedly misleading.
The class action lawsuit alleges misleading marketing in Coors' print and television advertising, social media, and product packaging, among other things.
Elizabeth Lee Beck, attorney for the plaintiff, said that the company markets Coors Light as being brewed in the Rocky Mountains at Coors' iconic brewery in Golden, even though the beer is also brewed elsewhere.
Coors mergers with other large companies in recent years led to the use of other breweries out of state. Beck said that consumers deserve to know that.
"I think we as consumers are entitled to know where food is made, and what we're putting into our bodies," said Beck.
She filed the lawsuit in February in Miami-Dade County, where her client lives and has purchased Coors products.
Coors' website shows that the beer is made in eight different breweries across the United States.
"If you're not going to brew it in Colorado, stop pretending that it's somehow tied to the Rockies, and using their water, and that it's born there. I think that's misleading," said Beck.
Coors acknowledged that it brews beer outside of Colorado, but said that its packaging makes that clear.
In response to the lawsuit, the company released this statement: "This lawsuit is totally baseless and without merit. Coors Light was born in the Rockies in 1978 and that fact remains true today. The brand's messaging continues to be inspired by its Rocky Mountain birthplace. 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."
Melissa Garcia has been reporting for CBS4 News since March 2014. Find her bio here, follow her on Twitter @MelissaGarciaTV, or send your story idea to mkgarcia@cbs.com.
