Coors Light Unveils Revolutionary Packaging Innovations, Allowing Consumers to 'Taste the Cold'; Coors Light's Stay-Cold Glassware, Cold Wrap Bottles and Plastic Bottle Cooler Boxes Guarantee Rocky Mountain Cold Refreshment with Each Sip.

GOLDEN, Colo. -- Just in time for summer, Coors Brewing Company (NYSE: TAP) (TSX: TAP) is introducing several exclusive new ways to keep beer colder, longer. Coors Light's Stay Cold Glassware and Cold Wrap Bottles are currently being rolled out across the country and will guarantee consumers Rocky Mountain cold refreshment in bars and restaurants this summer. What's more, Coors Light's award-winning 18-pack Plastic Bottle Cooler Box is arriving in stores just in time to battle the heat.

"Rocky Mountain cold refreshment is the essence of the Coors Light brand," said Jim Sabia, vice president of marketing for Coors Brewing Company. "These innovations ensure our consumers can 'Taste the Cold' and be refreshed this summer whether they're at a nightclub dancing or at a barbecue with friends."

Stay Cold Glassware Keeps Beer Cold in Hand

Coors Light Stay Cold Glassware is proven to keep beer colder, longer. The dual-paned glass, available exclusively from Coors Light in North America, helps insulate beer from the heat of the drinker's hand. Beer poured at 35 degrees Fahrenheit into a regular pint glass at room temperature will warm to over 45 degrees after the drinker holds the glass for 20 minutes. Beer poured into a Coors Light Stay Cold Glassware will still be at a refreshing 38 degrees after 20 minutes.

Each hand-blown glass is actually two glasses in one, with a layer of air between them, drastically reducing heat transfer from the sides and bottom of the glass. Stay Cold Glassware will be available in bars and restaurants across the country beginning in May.

Cold Wrap Bottles Combine Rocket Science with Rocky Mountain Cold

Coors Light's second "cold in hand" innovation, the Cold Wrap Bottle, is a fusion of rocket science and Rocky Mountain cold refreshment. Each Cold Wrap Bottle has a 360 degrees label with Outlast(R) technology to keep beer colder longer by helping to keep the heat of a drinker's hand away from the beer. Outlast(R) Thermocules(TM), the same high-tech insulator developed for space travel, actually reflects the heat from the hand, making the cold refreshment inside the bottle last longer. Cold Wrap Bottles, which are exclusive to Coors Light for the next year, will be available in bars and restaurants this May.

Packaging Enhancements Deliver Rocky Mountain Refreshment

Back by popular demand in retail stores nationwide is the Coors Light Plastic Bottle Cooler Box, the industry's first ice-ready bottle package that can go just about anywhere. Introduced last summer, the innovative design was recognized by Convenience Store News Magazine as the Best New Packaging Innovation in 2005. Essentially a single use portable cooler, consumers need only add ice to the box to enjoy cold beer anytime. The Plastic Bottle Cooler Box includes 18 break-proof 16-ounce plastic bottles, allowing consumers to take beer where glass isn't allowed.

In order to protect the Rocky Mountain taste of its beer, all Coors cans contain a Frost Brew Liner. With new graphics this summer, Coors Light is making it easy for consumers to identify the liners by making them visible with blue pull tabs and rims. The Frost Brew Liner cans with the blue rims will be on shelves May 1, 2006.

Coors Light will support the new packaging through a multi-tiered marketing campaign to run throughout the summer, including television, radio, print and point-of-sale.

About Coors Brewing Company

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company, (NYSE: TAP) (TSX: TAP). It is the third-largest brewer in the U.S. The company's U.S. brands include Coors Light, Molson Canadian, Coors, Aspen Edge, Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima XXX. For more information on Molson Coors, visit the company's Web site, www.molsoncoors.com.