"One game. One dream." Two languages. Coors Light is marketing its product bilingually in the weeks before the Feb. 4 Super Bowl XLI with packaging and taglines in English and Spanish. More than three
quarters of Hispanic males ages 21 to 34 are football fans, according to the National Football League, for which Coors Light is the official beer sponsor. Bilingual packaging is rolling out in Texas
and California this month.
