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Coors beer heir makes waves with catchy campaign ad

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DENVER — It’s still early, but so far Joe Coors is leading the contest for most memorable radio ad of the 2012 campaign season.

The Republican Coors, scion of the famous suds-brewing family from Golden, Colo., introduces himself in a spot released this week by telling listeners that “I’m not a beer.”

“One friend suggested that with a name like Joe Coors, I should just run for Congress as a beer. After all, people like beer but they don’t much like Congress,” says Mr. Coors with a chuckle. “But I’m not a beer. I’m a husband, a father, a grandfather, a manufacturer.”

Mr. Coors, 70, actually has less of a beer background than many in his family. The former CEO of high-tech ceramics firm CoorsTek, he’s running to challenge Democratic Rep. Ed Perlmutter in the 7th Congressional District. The 58-year-old Perlmutter is seeking his fourth term.

So far Mr. Coors has no rivals for the Republican nomination, and the party has high hopes that his name recognition, financial resources and experience as a jobs-creator will give him an edge in the Democrat-leaning district.

The redistricting process stuffed a few more Republicans into the suburban Denver seat, but unaffiliated voters lead the registration total with 35.4 percent, followed by Democrats with 34.7 percent and Republicans with 29.1 percent.

Joe Coors is the oldest of the five fourth-generation Coors brothers. His younger brother Pete ran for Senate in 2004 but was defeated by Democrat Ken Salazar, who now serves as Interior Secretary.

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