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ZIMA CLEARMALT EXPANDS INTO 40 NEW MARKETS THROUGHOUT THE UNITED STATES

 GOLDEN, Colo., Feb. 15 /PRNewswire/ -- On March 15, Zima(TM) Clearmalt(TM) kicks off the first phase of its national plan by expanding distribution into 40 markets throughout the United States. Introduced by Coors Brewing Co. in three test markets last fall, Zima's sales have been significantly above plan and repeat trial is strong and growing.
 Among the 40 markets Zima is expanding into are Phoenix; San Antonio, Texas; New Orleans; Miami; Raleigh/Durham, N.C.; Denver; Los Angeles; San Francisco; San Diego; Albany, N.Y.; Buffalo, N.Y.; Pittsburgh; and Philadelphia. With this expansion, which will be completed in May 1993, Zima Clearmalt will be available in 30 percent of the United States.
 "We knew that Zima was an exceptional product that really delivered on its promise, and the test market results have surpassed all of our expectations," said John Neu, Zima brand manager. "Zima's success can be attributed, in large part, to the fact that we tapped into a real consumer need for a new mainstream adult alcohol beverage that is ideal for all social occasions and truly is Zomething Different."
 With the introduction of Zima Clearmalt, Coors Brewing Co. pioneered a major new alcohol beverage category. Zima is a clear, lightly carbonated, adult alcohol beverage that offers consumers a mainstream alternative to their traditional alcohol beverage choices, including mixed drinks, wine, wine coolers and beer. It is not sweet, does not have a fruity taste, is not heavy or filling and leaves no aftertaste.
 Zima will be supported in the expansion markets with the same aggressive marketing strategy that was used in the test markets. This strategy includes a comprehensive advertising campaign that features outdoor teaser billboards, television spots and print advertising in alternative newspapers. It also includes on- and off-premise promotions and a unique sell-in strategy which introduces Zima exclusively in bars and restaurants for one month in order to build awareness and trial prior to its availability in liquor stores, supermarkets and other chain accounts.
 "We are pleased that after only a few months on the market Zima's awareness, trial and usage levels are comparable to products that have been on the market for years," said Neu. "All elements of our marketing mix, from advertising and promotions to public relations and packaging, have worked together to successfully communicate the unique attributes of this product and help establish a whole new category of alcohol beverage that is truly different from current mainstream alcohol beverage choices."
 Neu said that consumer awareness of Zima has been verified by the number of calls the brand is receiving on its toll-free 800 number which is featured on the product's primary packaging. Zima is receiving an average of 1,000 calls a month, with the majority of consumers asking questions and offering praise for the product. New Coors brands typically average 200-300 calls per month.
 Zima Clearmalt was based on the results of extensive consumer research which revealed that 59 percent of the adult alcohol beverage drinking population is dissatisfied with the current choices and prefer alcohol beverages that are lighter in flavor. It is being marketed by Zima Beverage Co., an operating unit of Coors Brewing Co., and is brewed and packaged at the company's Memphis Brewery. Zima is currently available in three test markets: Nashville, Tenn. Sacramento, Calif.; and Syracuse, N.Y.
 ZIMA 1993 EXPANSION MARKETS
 San Francisco, Calif.
 Monterey, Calif.
 Chico, Calif.
 Eureka, Calif.
 Los Angeles, Calif.
 San Diego, Calif.
 Fresno, Calif.
 Santa Barbara, Calif.
 Yuma/El Centro, Calif.
 Bakersfield, Calif.
 Palm Springs, Calif.
 Denver, Colo.
 Grand Junction, Colo.
 Colorado Springs, Colo.
 Phoenix, Ariz.
 Tucson, Ariz.
 Reno, Nev.
 Las Vegas, Nev.
 Grand Rapids, Mich.
 Springfield, Mo.
 Madison, Wis.
 Davenport, Iowa
 Buffalo, N.Y.
 Binghamton, N.Y.
 Watertown, N.Y.
 Albany, N.Y.
 Rochester, N.Y.
 Utica, N.Y.
 Elmira, N.Y.
 Austin, Texas
 San Antonio, Texas
 Miami/Ft. Lauderdale, Fla.
 New Orleans, La.
 Little Rock, Ark.
 Memphis, Tenn.
 West Palm Beach, Fla.
 Raleigh/Durham, N.C.
 Knoxville, Tenn.
 Philadelphia, Pa.
 Pittsburgh, Pa.
 -0- 2/15/93
 /CONTACT: Julie Demlow or Dave Taylor of Coors Brewing, 800-525-3786/


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

BB -- DV001 -- 6544 02/15/93 13:00 EST
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Date:Feb 15, 1993
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