Coors introduced the Keystone line in 1989 in order to compete on the sub-premium
(or value-priced) market segment. The first two offerings, Keystone and Keystone
Light were given a strong advertising push, but in the last fifteen years, the entire
advertising effort has been devoted to the Keystone Light version, which is given
heavy television, radio, and print rotation. Keystone Premium Beer is rarely seen in
stores, but is still sold in a very few select locations. In 1995 Keystone Ice was
released in Coors Brewing Company's bid to compete in the ice beer sub-genre; the
ice beer craze was at its peak in the mid-1990s. Keystone Ice, while a steady seller,
is not advertised, and is sold at a volume falling between the scant Keystone Premium
availability and the ubiquitous Keystone Light presence. Keystone Light is available at
some outlets in kegs and everywhere in cans. Keystone Premium and Keystone Ice
are available in cans. Keystone Ice is also not referred to as "beer," but is labeled
ALE in order to comply with state alcohol regulations affecting any product sold as
"beer." But, considering that ale is a type of beer, one can understand the
ridiculousness of these trade regulations.
(or value-priced) market segment. The first two offerings, Keystone and Keystone
Light were given a strong advertising push, but in the last fifteen years, the entire
advertising effort has been devoted to the Keystone Light version, which is given
heavy television, radio, and print rotation. Keystone Premium Beer is rarely seen in
stores, but is still sold in a very few select locations. In 1995 Keystone Ice was
released in Coors Brewing Company's bid to compete in the ice beer sub-genre; the
ice beer craze was at its peak in the mid-1990s. Keystone Ice, while a steady seller,
is not advertised, and is sold at a volume falling between the scant Keystone Premium
availability and the ubiquitous Keystone Light presence. Keystone Light is available at
some outlets in kegs and everywhere in cans. Keystone Premium and Keystone Ice
are available in cans. Keystone Ice is also not referred to as "beer," but is labeled
ALE in order to comply with state alcohol regulations affecting any product sold as
"beer." But, considering that ale is a type of beer, one can understand the
ridiculousness of these trade regulations.
Although positioned at the sub-premium level, one will notice the high quality of the
Keystone line, with which Coors (Molson) refuses to compromise. You can
confidently expect exceptional quality with any of the three versions, which should
appeal to varying taste preferences. The light version (4.13% alcohol) is typical for
American light beer. The Keystone Premium offering is light bodied with average
(4.43%) alcohol and a crisp, clean taste and a light, straw color. Keystone Ice is
medium bodied with elevated (5.9%) alcohol, and should appeal to those who enjoy
a stronger, yet mild-tasting beer. Interestingly, as with all Coors products,
Keystone is kosher. Overall, I'd recommend Keystone for a barbecue, fish fry, or
tailgate party.
Keystone line, with which Coors (Molson) refuses to compromise. You can
confidently expect exceptional quality with any of the three versions, which should
appeal to varying taste preferences. The light version (4.13% alcohol) is typical for
American light beer. The Keystone Premium offering is light bodied with average
(4.43%) alcohol and a crisp, clean taste and a light, straw color. Keystone Ice is
medium bodied with elevated (5.9%) alcohol, and should appeal to those who enjoy
a stronger, yet mild-tasting beer. Interestingly, as with all Coors products,
Keystone is kosher. Overall, I'd recommend Keystone for a barbecue, fish fry, or
tailgate party.
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