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COORS HELPS BRING FOURTH OF JULY SPIRIT TO CHINA

 GOLDEN Colo., June 29 /PRNewswire/ -- Americans living in China will be able to enjoy a more traditional July 4 holiday this year by virtue of a contribution from Coors Brewing Co.
 Coors, the nation's third-largest brewer, has donated 200 cases of Original Coors and Coors Light export beer for the annual American Club celebration in the Chinese capital.
 "This shipment of Coors will go a long way toward making our American Club event truly American," said Andy Searls, chairwoman of the event. "For us, it's a particularly welcome package from home."
 More than 2,000 people are expected to attend the event, scheduled to take place at a Beijing amusement park. Among the activities planned are a parade, led by the Beijing troop of the Boy Scouts of America, and a barbecue set amidst a mock-up of "Main Street USA," where Coors beer will be a featured item.
 "No matter where you go around the world Coors beer is recognized as an American institution," Searls said. "Even in China the name Coors is something that's know and appreciated."
 Despite the event's attention to tradition, the aerial fireworks displays that are a fixture of Fourth of July celebrations in the United States have lost out to the fire concerns of Chinese authorities. Event organizers, however, believe they have found a suitable replacement. In a fitting melding of cultural traditions, strings of Chinese fire crackers -- lit by the U.S. ambassador to China -- will substitute for American-style sky rockets.
 "Coors is proud to contribute to what has become a much-anticipated annual celebration for the many Americans living in Beijing," said George Mansfield, Coors director of International Marketing. "This is just a small way of saying thanks to the American embassy personnel, the American business people and American students who serve as cultural emissaries for us all in this important part of the world."
 While Coors does have significant plans for the Far East, its products are not available in China. In an innovative joint venture with Jinro Ltd., Coors is building a major new brewery in South Korea that will provide a strategic base for penetrating the Asian market. The Korean venture is expected to begin producing Coors beer early next year.
 American Club organizer Searls, and her husband, an official at the American embassy, say that enjoying a Coors on July Fourth will bring back fond memories of Colorado. The mountain community of Vail is the Searls' U.S. home.
 United Airlines, another sponsor of the American Club event, provided shipment of the Coors export product from Coors' overseas distribution facilities in San Francisco. Other U.S. corporate sponsors include AT&T and IBM.
 -0- 6/29/93
 /CONTACT: Gary R. Schmitz of Coors Brewing, 303-277-6165/


CO: Coors Brewing Co. ST: Colorado IN: FOD SU:

BB -- DVFNS3 -- 6516 06/29/93 07:34 EDT
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Date:Jun 29, 1993
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