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COORS INTRODUCES NEW TV ADS FEATURING PETER COORS

 GOLDEN, Colo., May 11 /PRNewswire/ -- A 120-year Colorado heritage, small-town origins and location, and a special relationship with its customers makes Coors a bit different than other major brewers. A new series of Coors Brewing Co. advertisements featuring Pete Coors captures the essence of that unique point of difference.
 Coors' two new 30-second TV spots begin airing nationwide May 14. They are the second series of ads by Coors in its Family of Fine Beers campaign which was launched last April.
 The ads themselves are a departure from the norm, as they feature a friendly, down-to-earth brewer and chief executive officer talking about his company.
 "Pete Coors personally portrays and discusses the very things that make Coors beers famous and unique -- a distinctive heritage and unyielding commitment to quality and our consumers," said Rob Klugman, vice president, Brand Marketing, Coors Brewing Co. "Pete comes across just as he is in real life -- honest, down-to-earth and devoted to brewing the best beers in America."
 The ads feature Pete Coors in scenic Rocky Mountain settings near Golden. Dressed in casual, outdoor-oriented clothing, he compellingly discusses the company's history, its small town Colorado roots, and the brewery's desire to hear from its customers.
 "The ads capture Coors' special attributes and illustrate how Coors is different," said Klugman. "Coors is about real people, commitment and a four-generation brewing heritage. Over our 120-year history, Coors has grown from one man's small Colorado dream into a top-three national brewer. Despite that evolution, Coors has never lost touch with its roots, the reasons for our success, or our customers. That's the spirit behind these ads."
 The ads were developed by Foote, Cone & Belding, Chicago. They will run on national television during sporting events.
 Coors Brewing Co. is the third-largest brewer in the United States and operates the world's largest single-site brewery in Golden, where Adolph Coors, Pete Coors' great-grandfather, began brewing beer in 1873.
 -0- 5/11/93
 /CONTACT: Dave Taylor or Colleen Plummer of Coors Brewing, 303-277-2555 or 800-525-3786/


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

MC -- DV002 -- 6970 05/11/93 10:55 EDT
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Publication:PR Newswire
Date:May 11, 1993
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