Image seems to be everything in this year's Senate race.
In a Rocky Mountain News poll, 33% of voters said they thought of "beer" when they thought of Pete Coors while 30% thought of "attorney general" when asked about Ken Salazar.
The poll also finds 53% of Colorado voters would vote for Salazar if the elections were held today while 42% support Coors, and 4% are undecided.
The poll finds voters overwhelmingly believe Salazar is more in touch with average families and cares more about the environment.
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