Adolph Coors Company had always promoted itself as the one with a touch of spring water in its resplendent beer. It is said that the spring water had been used since 1873 to brew its beer. Around 1980s there was a growing attraction towards low alcohol consumption and healthy living. Thus, in 1990,it introduced its first non-alcoholic beverage named Coors Rocky Mountain Sparkling Water.
The vastly evident mistake that the company did was that they kept the Coors logo front and center on the label; the same logo as was on their beer. This may have confused consumers and worried them about the presence of alcohol in the water. There was also a lot of criticism for using pure spring water in production of beer.
Eventually Coors discontinued its bottled water trademark in 1997.