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COORS EXTRA GOLD NOW AVAILABLE IN IRELAND

 GOLDEN, Colo., June 23 /PRNewswire/ -- Coors Brewing Co. today announced the launch of Coors Extra Gold in Ireland. The brand will be brewed under license by Murphy Brewery Ireland Ltd., Dublin. The Irish introduction follows the brand's entry into the United Kingdom in August 1992.
 Traditionally a stronghold for domestic and draft beers, the beer market in Ireland is showing strong growth in the premium bottled lager segment. While still a relatively new product category, premium bottled lagers quickly have become one of the most vibrant sectors, with sales in excess of 500,000 cases each year, or about 11 percent of the total lager market.
 "There is no doubt in our minds that Ireland is a market with a great deal of potential for Coors Extra Gold. Just as we've seen in England and Scotland, a premium bottled lager sector has developed in Ireland. Consumers in Ireland are choosing high-quality, premium-priced foreign-bottled beers in ever-growing numbers," said Mark Stankovic, director, International Marketing.
 Patrick Conway, marketing director for Murphy Brewery shares Stankovic's enthusiasm for the brand's prospects.
 "Working with Coors has been a natural for us. Coors is committed to quality and has a strong heritage and a history of success in the United States. This heritage and the powerful American imagery it invokes give us great confidence that Coors Extra Gold will become a household name in Ireland as it is in the United States," Conway said.
 Murphy Brewery successfully launched Heineken beer in the premium sector 10 years ago. Heineken continues to dominate the Irish lager market.
 The addition of Ireland brings to 16 the number of international markets where Coors products are sold. In 1992, Coors also introduced its products to Argentina, Bahrain, France, Panama, St. Maarten and the United Kingdom. Coors beer also is exported to Greece, Guam, Puerto Rico, the United States and British Virgin Islands, the Cayman Islands, Bermuda, American Samoa and 250 U.S. military bases throughout the world. Coors continues to explore other export and joint venture opportunities as part of its plan to expand internationally. Coors is the third-largest brewer in the United States and the seventh-largest worldwide.
 -0- 6/23/93
 /CONTACT: Janet Rowe or Julie Demlow of Coors Brewing Co., 303-277-2555 or 800-525-3786/


CO: Coors Brewing Co.; Murphy Brewery Ireland Ltd. ST: Colorado IN: FOD SU: CON

MC -- DV005 -- 5129 06/23/93 16:03 EDT
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Publication:PR Newswire
Date:Jun 23, 1993
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