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COORS BREWING CO. EXPANDS DISTRIBUTION OF ZIMA; TEST MARKET SALES ARE ZENSATIONAL

 GOLDEN, Colo., Jan. 14 /PRNewswire/ -- Coors Brewing Co. announced today that it is expanding distribution of Zima(TM) Clearmalt(TM), the company's new clear, lightly carbonated adult alcohol beverage. Zima is one of the most talked about new product introductions in the alcohol beverage industry since the introduction of light beer.
 Introduced in three test markets in September 1992, Zima will be expanding into major markets throughout the United States starting in mid-March 1993. Markets will include Los Angeles, Phoenix, Dallas/Ft. Worth, Miami and Philadelphia. Complete details regarding the expansion markets will be announced Feb. 15.
 "We are gratified by the marketplace response to Zima," said Bob Rechholtz, Coors executive vice president, marketing. "We promised 'Zomething Different,' and retailers and consumers like the result.
 "Zima represents a total innovation in product, packaging and marketing," said Rechholtz. "We pioneered a major new category with the introduction of Clearmalt."
 Zima Clearmalt is currently available in three test markets: Nashville, Tenn.; Sacramento, Calif.; and Syracuse, N.Y. According to John Neu, Zima Clearmalt brand manager, this expansion represents the first step in the brand's national plan.
 "We have a strategic national expansion plan in place which focuses on an individualized, concentrated approach to introduce this new product and category to consumers, retailers and distributors in a highly competitive market," said Neu. "Our goal is to provide the same high level of attention and service that we did in the test markets in order to ensure the same degree of success in the expansion markets. As a result of this level of attention, our national expansion plan will be rolled out in phases."
 According to Neu, Zima's performance in the three test markets is significantly above plan and repeat orders are strong. In many retail locations, bottle floor displays are being rebuilt every three hours. And, according to the results of a recent consumer tracking study, Zima's awareness levels and penetration after only one month were approaching or equal to those of major brands that have been on the market for several years.
 "We have established a real customer base with lots of repeat trial," said Neu. "Consumers have already included Zima among their regular alcohol beverage choices."
 Establishing a whole new category of flavored malt beverage, Zima ClearMalt is a clear, lightly carbonated, adult alcohol beverage that offers consumers an 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 ClearMalt was developed based on the results of extensive consumer research which revealed that 59 percent of the adult alcohol beverage drinking population is dissatisfied with their current choices and prefer alcohol beverages that are lighter in flavor. The brand's primary target is men and women ages 21 to 34, but appeal is proving to be much broader.
 Zima 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.
 -0- 1/14/93
 /CONTACT: Julie Demlow or Dave Taylor of Coors Brewing, 800-525-3786/


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

BB -- DV003 -- 4818 01/14/93 11:04 EST
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Date:Jan 14, 1993
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