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COORS DRY EXPANDS INTO PLAINS DIVISION

 COORS DRY EXPANDS INTO PLAINS DIVISION
 GOLDEN, Colo., March 23 /PRNewswire/ -- Following the highly


successful launch of Coors Dry into 14 Western states in 1991, Coors Brewing Co. announced it is expanding distribution of its premium dry beer into the Plains division. On April 1, 1992, Coors Dry will be available in four Plains states: Kansas, Nebraska, Oklahoma and Missouri. Currently it is distributed in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, New Mexico, Utah, Texas, Washington and Wyoming.
 "The introduction of Coors Dry was one of the most successful new product launches in the industry in 1991, with sales and distribution far exceeding our goals," said Jon Runge, Coors Dry brand manager. "After only four months on the market, Coors Dry became the No. 2 dry beer in the Western region and with this expansion, we will increase market share even further."
 Coors Brewing Co.'s first entry in the premium dry category, Coors Dry won the first place gold medal in the 1991 Great American Beer Festival for best American dry lager during its first month on the market. The Brand's point-of-difference is its exclusive "Double Chilled"(TM) brewing method which features a unique two-step cooling process. The result is a beer that delivers a fresh, chilling sensation and refreshes like no other beer.
 Runge said this latest product entry has received an enthusiastic reception from Coors distributors and consumers alike, and that he expects a similar reaction in the Plains states.
 "Consumers have been asking for superior refreshment in a dry beer, and with our exclusive 'Double Chilled'(TM) brewing process, that's exactly what they're getting. Coors Dry is made with only the freshest, all-natural ingredients and pure Rocky Mountain spring water," he said.
 Coors Brewing Co. introduced cold-filtered beer and cold beer marketing more than 30 years ago. All Coors beers are delivered in insulated trucks from refrigerated warehouses. "Our Doubled Chilled(TM) process is a natural enhancement to our heritage of cold beer marketing. Coors Dry starts out cold in the Rockies and stays cold until it's delivered to your local store or retail establishment," said Runge.
 Coors Dry is available in seven packages: six- and 24-pack, 12-fluid-ounce longneck bottles; six-, 12 and 24-pack, 12-fluid-ounce cans; and six- and 12-pack, 12-fluid-ounce convenience bottles. Coors Dry is brewed and packaged in Golden.
 Coors Dry advertising, by GSD&M, Austin, Texas, uses Rocky Mountain imagery to invite consumers to "Feel the Chill"(TM). The campaign features television, radio and outdoor advertising.
 Coors continues to look at product expansion as a means to achieve its goals for corporate growth. Those goals include being a full-line supplier of high quality beverages in all viable price segments and product categories, and becoming the nation's second-largest brewer. Coors Dry is the company's first entry into the premium-priced dry category; growth in the dry category is expected to exceed 27 percent in 1992.
 -0- 3/23/92
 /CONTACT: Julie Demlow, 303-277-5664 or Barbara Theuerkauf, 312-693-1800, both of Coors Brewing Co./ CO: Coors Brewing Co. ST: Colorado IN: FOD SU: PDT


BB -- DV002 -- 0538 03/23/92 11:32 EST
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Publication:PR Newswire
Date:Mar 23, 1992
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