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COORS BREWING CO. 'DISAPPOINTED' WITH COURT'S DECISION; VOWS TO PURSUE ALL AVAILABLE REMEDIES

 COORS BREWING CO. 'DISAPPOINTED' WITH COURT'S DECISION;
 VOWS TO PURSUE ALL AVAILABLE REMEDIES
 GOLDEN, Colo., Aug. 19 /PRNewswire/ -- U.S. District Court Judge Michael Mukasey ruled today that Anheuser-Busch (NYSE: BUD) may continue to air its recent Natural Light advertising campaign, which Coors Brewing Co. (NASDAQ: ACCOB) had sought to enjoin. While expressing disappointment with today's ruling in U.S. District Court, Coors Brewing Co. vowed to continue to fight to remove the Natural Light campaign from the airwaves.
 Coors Light brand director Bob McBride said that the company is considering a number of alternatives as next steps, including both legal and marketing options.
 "While we are very disappointed with this preliminary ruling, we believe that the vast majority of consumers will see this tactic for what it is: negative advertising at its very worst," McBride said. "Our challenge right now is to correct whatever misperceptions this commercial may have created about the quality of our product. That is our number one priority."
 McBride said he viewed as a victory, however, the admission by Anheuser-Busch that their basic brewing processes are the same as those used by Coors.
 "We are pleased that by virtue of this lawsuit, consumers now know that all of Anheuser-Busch's brands, including Budweiser, Bud Light and Bud Dry, are brewed to the same concentrated form of beer that they portray so negatively in this campaign. They have also acknowledged that they dilute their brands with local water at each of their 12 breweries," McBride said. "We stand by our belief that to imply that our basic processes are different or inferior to anyone else's in the industry is extremely misleading.
 "We've worked very hard over the years to ensure that our customers get the highest quality products possible," McBride stated. "We stand by our products. We'll gladly match up the quality of our ingredients and the care that goes into our products against anyone in the industry."
 Coors' lawsuit followed the brewer's request that Anheuser-Busch voluntarily cease running the ads. McBride also stated that Anheuser-Busch's refusal to cooperate forced the Golden-based brewer to seek legal action.
 Coors Brewing Co. is the third-largest U.S. brewer and operates the largest single-site brewery in the world at its headquarters in Golden.
 -0- 8/19/92
 /CONTACT: Colleen Plummer or Janet Rowe of Coors, 303-277-5772/
 (ACCOB BUD) CO: Coors Brewing Co.; Anheuser-Busch ST: Colorado IN: FOD SU:


JB-LS -- LA037 -- 1543 08/19/92 21:07 EDT
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Publication:PR Newswire
Date:Aug 19, 1992
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