Maiden Voyage for the Coors Light Silver Bullet Express

100 lucky guests traveling the Canadian Rockies for three wicked stops, two outrageous days, on one tricked out train

April 15, 2011 – Edmonton AB - For the first time ever, The Coors Light Brewing Company is pulling the Silver Bullet Express out of the station, working with VIA Rail Canada to send it on an epic voyage through the Canadian Rockies. Departing from Edmonton later today, the train will be packed with over 100 guests from across Canada embarking on the ultimate travel adventure.
 
“Our Coors Light team has always known how to throw a great party, and the Silver Bullet Express is going to be the most epic bash we’ve ever thrown,” said Barry Alexander, brand manager, Coors Light. “It is essentially four events all rolled into one, beginning on the train itself and continuing with our stops throughout the weekend.”
 
Guests onboard will experience seven uniquely designed rail cars, each transformed by the Coors Light Events team. These cars include an arcade car, ‘sports’ car, cinema car, and the ‘Neon Box Car’, Coors Light’s ultimate nightclub on tracks. In addition to the experience on the train, guests will also be treated to three unique stops, including ‘Polar Bear Roll’ hot tub party in Jasper, a Coors Light toh-bog event in Kamloops B.C., and the end-of-the-line bash, featuring popular musical group Keys N Krates.

Those not on the train can follow many of the events online, either at CoorsLight.ca, or on the Coors Light French and English Facebook pages. Online fans can connect to guests on the train and other fans using the hashtag #CoorsLightSBE. Viewers of theScore Television Network will also see what’s happening, as Renee Paquette, one of its most recognizable faces, will offer behind-the-scenes cut-ins throughout the weekend, and host an exclusive video of the trip online at theScore.com.

The transformation of the Silver Bullet Express cars has taken place over the last week by the Coors Light Events team, but has been over one year in development. The build – a partnership with VIA Rail – took five days and over 25 people in Toronto, before departing for Edmonton for its finishing touches this week.

"VIA Rail is proud to be powering the first ever 'Silver Bullet Express', said Steve Del Bosco, VIA’s Chief Marketing and Sales Officer. “It was an opportunity to showcase the potential of our passenger cars to help transform an idea into a reality, particularly one that will feature one of the country’s most awe-inspiring regions.  We hope that this partnership between our strong Canadian brands continues with great success over the coming years".

“There are one-hundred lucky winners climbing on board the Silver Bullet Express today, about to take the ride of their life.“ says Alexander, “And for anyone who didn’t make it onboard we’re giving away two seats aboard next year’s Silver Bullet Express tomorrow on our Facebook page.”

About VIA Rail Canada
As Canada's national rail passenger service, VIA Rail Canada's mandate is to provide efficient, environmentally sustainable and cost-effective passenger transportation, in both official languages. Every week, VIA operates 503 intercity, transcontinental and regional trains linking 450 communities across its 12,500-kilometre route network. The demand for VIA services is growing as travellers increasingly turn to train travel as a safe, hassle-free and environmentally responsible alternative to congested roads and airports. For more information on VIA, go to viarail.ca. Follow VIA on Twitter at twitter.com/via_rail. Check out VIA’s new Facebook page at facebook.com/viarailcanada.

About Molson Coors Canada
With its roots dating from 1786, Molson Coors Canada is proudly celebrating its 225th anniversary this year. The Canadian division of Molson Coors Brewing Company is a global brewer with operations in Canada, the U.S., U.K. and Asia. The Company proudly offers some of the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry, Rickard's and Molson M. Molson Coors Canada employs 3,000 Canadians, operates seven breweries, including the boutique brewery Creemore and Granville Island, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Coors Canada is committed to promoting its products and events in a responsible manner.