King Cool Light

COMMERCIAL DESCRIPTION
During the summer of 2008, Mark Avsec had an idea that crystallized as he traveled with drummer Kevin Valentine to a Donnie Iris and the Cruisers show in Kittanning, PA. The two men were discussing how Donnie and his management team had for years been approached by restaurateurs and other entrepreneurs looking to partner on one venture or another, and how none of the ventures had ever seemed "right". Driving through the Pennsylvania hills, Avsec, an intellectual property lawyer, was suddenly struck by the notion that "King Cool" was a name that also cleverly suggested a refreshing beer. That night, Mark shared his vision of marketing a beer called King Cool™ with Donnie and Marty, who immediately liked the idea, as did Mike Belkin, the band’s longtime manager. Donnie, an avid beer drinker, had just one stipulation: If there was going to be a beer, it had to be "awesome." And so, King Cool Limited was born. Donnie is a light beer drinker who prefers a beer that he can enjoy without feeling overly full before or after a show, over the course of a Steelers or Penguins game, or when he’s out for the evening with friends in Beaver Falls and Pittsburgh. So, from the beginning, King Cool™ had to be a "lighter" beer. But he also lamented why "light" beers, including his own favorite at the time, were always so "light" on flavor. It was for this very reason that Mark and Marty preferred the taste of more flavorful beers. The friends decided that if they were going to develop a "lighter" beer, it had to have real flavor. It had to be a light beer that rocks! Or, as the newly-formed beer company’s Chief Operating Officer, native Pittsburgher Gary Medved noted: "Guys, you’ve never made watered-down music. You can’t make a watered-down beer." And so the work began and it came to pass, after months of taste tests and tweaking of recipes, that the men arrived at - and were smitten by - a full-flavored, caramel-colored lager that clocked in at only 122 calories per bottle. Notwithstanding this, it was not until Donnie fired up the grille on his back porch on a warm September evening (with the wind blowing through the trees, of course) that the decision was sealed. After leisurely enjoying his perfectly-grilled steak and an ice-cold King Cool™ Light, Donnie promptly phoned Mark and proclaimed: "This is it, Spark. This is a good beer." King Cool™ Light. A light beer that rocks!™

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