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Crain’s Chicago Business reports that MillerCoors is out with a new beer, Colorado Native Lager, which it says is made from 99.9 percent Colorado ingredients and is being marketed “exclusively through digital and word-of-mouth channels.” The company “is using the model that worked for MillerCoors' Blue Moon: seeding the brand through word-of-mouth and letting consumers feel as if they ‘discovered’ the beer for themselves, which encourages them to introduce friends to it. To do so, it's putting the entirety of its tiny Colorado Native budget into mobile and social-media channels.”
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