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COORS BREWING CO. BRINGS EXTRA GOLD TO GREAT BRITAIN

 COORS BREWING CO. BRINGS EXTRA GOLD TO GREAT BRITAIN
 GOLDEN, Colo., Aug. 27 /PRNewswire/ -- Backed by the largest


advertising and promotional campaign ever organized in support of a new premium lager in Great Britain, Coors Brewing Co. will introduce its Coors Extra Gold brand to northwest England and Scotland in September.
 The launch is the first half of a two-phase British rollout of Coors Extra Gold, which will be brewed in the United Kingdom under a licensing agreement with Scottish & Newcastle, plc., based in Edinburgh, Scotland. Scottish & Newcastle has spent roughly $12 million upgrading its Royal Brewery in Manchester, England, specifically to handle the Coors business.
 "We are excited about this move," said Mark Stankovic, Coors Brewing Co.'s director of international marketing. "The lager market makes up over 50 percent of total beer sales in the UK, and within that market, the premium lager segment is doing extremely well. Additionally, our research shows us that the traditional premium lager brands are failing to keep pace with the growth of the sector as a whole and are under pressure from new entrants. We believe there is a role for a serious new entrant that can become a top-five brand and help accelerate the sector's growth."
 He said Coors Extra Gold is being positioned in the United Kingdom to compete against a range of premium lagers -- principally those of foreign origin brewed under license in the United Kingdom. These include Stella, Holsten Export, Budweiser and Kronenbourg.
 "We've conducted extensive blind taste tests with Coors Extra Gold in the UK against other leading premium lagers and have consistently and decisively scored higher than the competition in terms of appearance, taste, body, after-taste and head retention," Stankovic said. "To have done well in this forum is particularly exciting because I think Americans traditionally view the British as beer connoisseurs. What's more, when comparing head-to-head against our only other U.S. competitor, residents of the UK preferred Coors Extra Gold over Budweiser by a 7-3 ratio."
 The premium lager sector 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, Stankovic said. Growth over the next five years is expected to continue, with the category hitting the 35 percent mark by 1997.
 The region chosen for the first phase of the Coors Extra Gold rollout represents one-third of the United Kingdom geographically. The rollout's second phase, scheduled for early 1993, will be national.
 Coors Brewing Co. is the third largest brewer in the United States.
 -0- 8/27/92
 /CONTACT: Janet Rowe or Julie Demlow both of Coors Brewing Co., 303-277-2555 or 800-525-3786/ CO: Coors Brewing Co. ST: Colorado IN: FOD SU: PDT


MC -- DV002 -- 4053 08/27/92 15:22 EDT
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Publication:PR Newswire
Date:Aug 27, 1992
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