Coors Light is a 4.2% (US) ABV light beer brewed in Golden, Colorado; Albany, Georgia; Elkton, Virginia; Fort Worth, Texas; Irwindale, California; and Milwaukee, Wisconsin. It was first produced in 1978 by the Coors Brewing Company. The Canadian version of Coors Light is 4.0% ABV and brewed by Molson Coors Canada Inc. in Moncton, New Brunswick; St.John's, Newfoundland; Longueuil, Quebec; Toronto, Ontario and Chilliwack, British Columbia. The parent company is the Molson Coors Beverage Company. In Australia and the United Kingdom, Coors Light is labelled as "Coors." The beer has a "Cold Certified" label which turns the mountains on the label from white to blue when the beer's temperature is lowered to . Coors Light has a "mountain icon" to represent the beer as part of the logo. As of 2020, the icon is a stylized drawing of a mountain with two peaks, along with the removal of their famous 'cold lined' can conditioning blue liner. History In the 1940s, the Coors Brewing Company introduced a beer called "Coors Light" that was lighter in body and calories. It was discontinued at the start of World War II. After Miller Lite was introduced in 1973, Coors Light was reintroduced in 1978. Marketing and advertising Coors Light advertising highlights the quality of the beer as the most refreshing place on earth. Additionally, Coors Light ads are designed to target young demographics. The stories behind the ads seek to capture the attention of young people, situating them in cool places they would like to be. Cavalry Agency out of Chicago, IL, is no longer the current Advertising Agency for Coors Light. Cavalry was responsible for the 'Reach For The Cold' Campaign featuring the Coors Light Explorers. Additionally, in April 2013, the agency produced a Digital Video for Coors Light ad known as Coors Light the brewer ambushes a summer pool party with the frosty taste of winter. The television ad was considered the ad of the week in the Adweek publication. Containers and packaging The brewery introduced the tagline "perfect shot of refreshment" under the slogan of a “Silver Bullet”, a symbol of the silver can that holds the beer. In May 2013, the Coors Light aluminum pint, featuring Ball Corporation Alumi-Tek® bottle, has been awarded a Gold Award from The Packaging Association (PAC) and was chosen as the Canadian Packaging Consumers Voice Award winner at the recent PAC Leadership Awards. The Coors