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COORS BREWING CO. ANNOUNCES SECOND PHASE OF ROLL OUT IN GREAT BRITAIN

 GOLDEN, Colo., April 21 /PRNewswire/ -- Coors Brewing Co. today announced its national launch of Coors Extra Gold in Great Britain. The roll out follows the brand's successful introduction in Scotland and northwest England in August 1992.
 "We're very pleased with the reception Coors Extra Gold received in the first phase of our introduction. Although Great Britain has been suffering an economic downturn similar to ours in the United States, we still achieved the majority of our trial and distribution objectives, and in some areas, even exceeded them," said Mark Stankovic, Coors' director of international marketing. "One success we're particularly pleased with is the response to long-neck bottles. Consumers in both England and Scotland are showing a definite preference for this package."
 The roll out is backed by the largest advertising and promotional campaign ever organized in support of a new premium lager in Great Britain. The advertising, featuring John Ratzenberger (also known as Cliff the mailman on "Cheers"), has been highlyf?ul in creating awareness for the brand. Tracking studies show 83 percent of the viewing audience was aware of the brand six weeks after the launch, with 93 percent awareness by December. The campaign also received four awards in the 1993 British Television Advertising Awards competition.
 The premium lager segment of the British beer market has shown considerable growth over the past five years, doubling its share of the overall lager market from 14 percent in 1987 to 28 percent in 1992. Growth over the next five years is expected to continue with the category hitting the 35 percent mark by 1997.
 Coors Extra Gold is brewed under license at the Scottish & Newcastle Royal Brewery in Manchester, England. The brand is marketed in Great Britain by Coors U.K. Ltd., a joint venture between Scottish & Newcastle and Coors Brewing Co. Coors is the third largest brewer in the United States.
 -0- 4/21/93
 /CONTACT: Janet Rowe or Julie Demlow of Coors Brewing Co., 303-277-2555 or 800-525-3786/


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

MC -- DV010 -- 8852 04/21/93 14:41 EDT
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Date:Apr 21, 1993
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