"Summer is too short and we know that when it finally arrives, our guys have a lot they're trying to fit into each day," said Sarah Ross, senior director of marketing for the Coors Family of Brands. "We wanted to roll out some new ways to really up the refreshment factor and grab the attention of beer drinkers. It doesn't stop with the new seasonal flavor; our cutting-edge design series this year has people looking twice and the 'Splash' packaging builds on this excitement."