In order to determine the best way to reach this group, Coors researchers hit the town. Askew, a married father of three who lives in Evergreen, spent some serious time in saloons discovering what makes young -- yet legal -- beer drinkers tick. "We went out there and hung out at bars to learn the culture," says Askew. "I want to be close to my consumer, and that's the fun part of my job, sitting there on a bar stool thinking, 'I can't believe that I get paid to do this.'