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ARGUMENTS HEARD IN COORS LAWSUIT AGAINST ANHEUSER-BUSCH; RULING EXPECTED WEDNESDAY, AUG. 19

 ARGUMENTS HEARD IN COORS LAWSUIT AGAINST ANHEUSER-BUSCH;
 RULING EXPECTED WEDNESDAY, AUG. 19
 GOLDEN, Colo., Aug. 14 /PRNewswire/ -- Arguments were heard today in U.S. District Court, Southern District of New York, on the lawsuit filed Aug. 7 by Coors Brewing Company (NASDAQ: ACCOB) against Anheuser-Busch (A-B)(NYSE: BUD). Coors' suit states that A-B's recent Natural Light campaign disparages its products through false and misleading advertising claims. Anheuser-Busch also brews brands such as Budweiser and Bud Light.
 Dist. Judge Michael B. Mukasey listened to both parties' arguments and stated that he would issue a ruling in the case on Wednesday, Aug. 19. The court also left in place a temporary restraining order including a prohibition against Anheuser-Busch preventing it from airing the commercials. The order has been in place since Coors filed the lawsuit on Aug. 7.
 "We are confident that the court will recognize Coors' position that the A-B ads are disparaging and misleading consumers," said Rob Klugman, vice president of Brand Marketing for Coors Brewing Company. "We want consumers to know that no other brewer surpasses Coors when it comes to the quality of ingredients, the care we take in our brewing process and the freshness of our product."
 In its lawsuit, Coors states that the Natural Light campaign is disparaging to Coors products and contains false and misleading statements. Coors also states that consumers are misled by the advertising because Anheuser-Busch is questioning the same basic brewing process which it uses to brew its own products, including Budweiser, Bud Light and Natural Light.
 Coors' lawsuit followed the brewer's request that Anheuser-Busch voluntarily stop running the ads. Klugman said that A-B's refusal to cooperate forced the Golden-based brewer to seek legal action. "The campaign's references to beer 'concentrate' of Coors Light are false and highly misleading to beer consumers. Since Anheuser-Busch refused to voluntarily stop the ads, we were left with no other choice than to pursue this matter through the judicial system," he stated.
 Federal law clearly defines "beer concentrate" as beer from which water has been removed and requires brewers who use concentrate to label their products as such. "This is a process which Coors refuses to use in Coors Light, or any of its products," Klugman explained.
 "As the facts in the lawsuit clearly reflect, our basic brewing processes are no different than those used by other major domestic brewers, including those used to brew Bud and Bud Light. We brew a high alcohol, or high-gravity brew. We age it, we blend it and we finish it by adding carbonation," Klugman said. "To imply that our basic processes are different or inferior to anyone else's in the industry is extremely misleading.
 "What is different about our beer is the quality of the ingredients and the care that goes into the brewing and aging processes, and continues right through to the delivery of the product to our customers," Klugman added. "We'll gladly match our entire brewing process, start to finish, against anyone else in the industry."
 Today's hearing involved the review of Coors' complaint, A-B's response, affidavits, briefs and oral arguments from attorneys representing both parties to the suit. Coors filed the legal action against Anheuser-Busch Companies Inc., and their advertising agency, D'Arcy Masius Benton & Bowles. Judge Mukasey also lifted the restrictions by which Coors and A-B had agreed to refrain from distributing any news releases. The remainder of the restraining order remains in place including A-B's use of the Natural Light commercial in question.
 Coors Brewing Company is the third-largest U.S. brewer and operates the largest single-site brewery in the world at its headquarters in Golden.
 -0- 8/14/92
 /CONTACT: Janet Rowe of Coors Brewing Company, 303-277-5772/
 (BUD) CO: Coors Brewing Company ST: Colorado IN: FOD SU:


TB -- DV007 -- 0288 08/14/92 19:56 EDT
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Date:Aug 14, 1992
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