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COORS BREWING CO. REPORTS RECORD BEER VOLUME

 GOLDEN, Colo., Jan. 14 /PRNewswire/ -- Coors Brewing Co. achieved record annual sales of beer and other malt beverages for the ninth consecutive year, Peter H. Coors, vice chairman and chief executive officer, announced today.
 For the 52-week fiscal year ended Dec. 26, 1993, Coors Brewing Co., the principal subsidiary of Adolph Coors Co. (NASDAQ: ACCOB), reported malt beverage sales volume of 19,828,000 barrels, a 1.3 percent increase over the 19,569,000 barrels sold during 1992. Sales volume during the 12-week fourth quarter of 1993 totaled 4,206,000, a 3.6 percent decrease from 4,361,000 barrels during the fourth quarter a year earlier. This fourth quarter decline was the result of an anticipated reduction in distributor inventories in the last quarter of 1993 and an increase in distributor inventories during the same quarter of 1992.
 Peter Coors said, "For the ninth consecutive year, Coors Brewing Co.'s sales volume grew faster than U.S. beer industry shipments, which were virtually flat in 1993. This achievement was driven by strong demand for Zima(TM) Clearmalt(TM), our innovative new alcohol beverage, as well as for Killian's Irish Red and Coors Light. I'm proud of the sales gains we made during a challenging year for the industry and our company.
 "As we move into 1994," Coors added, "our priorities are to build on nine years of success in growing the company's share of a very competitive market and, at the same time, to improve returns to our shareholders."
 Reported unit volume figures represent Coors Brewing Co. sales to wholesalers. Sales of Coors products from wholesalers to retailers, or "removals" as they are known in the industry, were virtually unchanged from 1992 to 1993.
 Company officials emphasized that sales volumes of Coors Brewing Co. are not necessarily indicative of the financial performance of Adolph Coors Co. On Nov. 17, 1993, the company announced that it anticipated a charge against earnings in the fourth quarter of 1993 related to a company-wide effort to improve long-term earnings. At that time, the company estimated the total impact of this charge to be in the range of $100 million to $125 million on a pretax basis. Fiscal 1993 fourth quarter and annual financial results for Adolph Coors Co. are scheduled to be reported in late February.
 -0- 1/14/94
 /CONTACT: Dave Dunnewald or Joe Fuentes of Coors Brewing, 303-277-2555/
 (ACCOB)


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

MF-EH -- LA013 -- 2105 01/14/94 14:55 EST
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Publication:PR Newswire
Date:Jan 14, 1994
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