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COORS BREWING ANNOUNCES FORMATION OF NEW UNIT TO COMPETE IN IMPORT AND SPECIALTY BEER MARKET; AUSTRALIAN LAGER TO HELP LAUNCH NEW STRATEGY

 GOLDEN, Colo., May 3 /PRNewswire/ -- Coors Brewing Co., the principal subsidiary of Adolph Coors Co. (NASDAQ-NMS: ACCOB), today announced the formation of UniBev Ltd., a new arm of its International Import Division. UniBev will develop and implement strategies to increase Coors' share of the growing import and specialty beer market in the United States.
 The new operation was unveiled by Coors officials to coincide with an announcement of a joint venture agreement with New Zealand-based Lion Nathan, Australasia's leading beverages company and the 13th largest brewer in the world.
 Under the joint venture agreement, UniBev Ltd. will market one of Australia's most popular beers, Castlemaine XXXX, (pronounced "Four-X") in the United States. The XXXX brand currently holds a 65 percent share of the market in the state of Queensland, where it is brewed by Castlemaine Perkins, one of four breweries owned by Lion Nathan.
 Coors Brewing Co. and Lion Nathan each will own 50 percent of the joint venture with operating costs and revenues from the partnership to be shared equally. A senior management team consisting of representatives from both partners will direct marketing and general business strategies for the venture.
 "The launch of XXXX by UniBev Limited represents the first joint venture agreement between Coors and an international firm such as Lion Nathan, to brew and market an import brand under license in the United States," said Peter H. Coors, chief executive officer, Coors Brewing Co. "The XXXX brand will prove to be an excellent addition to the import and specialty beer portfolio Coors has developed over the last four years."
 UniBev Ltd. will provide Coors with a separate umbrella organization to market specialty, import and licensed beer brands in the United States. Through deployment of its own sales and marketing force, UniBev Ltd. also will market existing Coors brands such as Killian's Irish Red and Winterfest. Both brands posted impressive annual gains last year -- 40 percent and 20 percent respectively -- in a relatively flat beer market. Coors officials credit this growth to increased consumption by American consumers of more robust, flavorful brews -- a characteristic common to import and specialty beers.
 Commenting on the new venture, Douglas Myers, chief executive officer of Lion Nathan, said, "The United States is the world's most important and most competitive market place for beer and offers great potential for our brand. Coors is a strong company with a long-term focus and a commitment to traditional values. The joint venture represents a great fit for both parties, as each company is equally fastidious about quality and heritage," said Myers.
 XXXX will be launched in 49 states and Washington. The brand will be marketed through the Coors distributor network and will appear on retail shelves in September.
 Coors Brewing Co. operates the world's largest single-site brewery and is the third-largest beer manufacturer in the United States. Coors offers a wide range of high-quality malt beverages including Original Coors, Coors Light, Coors Extra Gold, Coors Extra Gold Light, Coors Dry, Killian's Red, Winterfest, Keystone, Keystone Light, Keystone Dry, Moussy, Cutter and Zima(TM) Clearmalt(TM).
 Lion Nathan is an international beverage company with annual sales of more than $1 billion. Its international division is focusing on developing existing markets in the United Kingdom, Europe and North America, as well as exploring new markets such as Asia and South America. Its international beer brands are Castlemaine XXXX, Tooheys, Swan and Steinlager.
 -0- 5/3/93
 /NOTE TO EDITORS: Photos available upon request./
 /CONTACT: Ruben Valdillez, 303-277-6258; or Janet Rowe, 303-277-5772, both of Coors Brewing/
 (ACCOB)


CO: Coors Brewing Co.; Adolph Coors Co.; UniBev Ltd.; Lion Nathan;
 Castlemaine Perkins ST: Colorado IN: FOD SU: PDT JVN


BB -- DV001 -- 3691 05/03/93 10:33 EDT
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Date:May 3, 1993
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