Word: kaltenberg
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Trying a different strategy, Coors is taking on two foreign brewers as partners. Last week Masters Beer, which is jointly produced by Coors, Canada's Molson Breweries and West Germany's Kaltenberg, went on sale. Coors brews Masters at its Golden, Colo., plant using a recipe formulated by the three partners. Initially, the beer will be available only in Boston, Miami, Washington and Columbus. Priced 25 cents higher per six-pack than American superpremium beers like Michelob, Masters is likely to be a brew for an upscale restaurant rather than a neighborhood tavern...
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