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COORS LIGHT CONTINUES ITS REIGN AS THE NO. 3 BEER IN AMERICA BRAND CELEBRATES 10 YEARS OF CONTINUOUS GROWTH

 COORS LIGHT CONTINUES ITS REIGN AS THE NO. 3 BEER IN AMERICA
 BRAND CELEBRATES 10 YEARS OF CONTINUOUS GROWTH
 GOLDEN, Colo., Dec. 18 /PRNewswire/ -- There's no denying that Coors Light is the "right beer now." Despite increased competition and an industry wide sales slump in 1991, Coors Light will add to its string of positive annual sales increases.
 This marks the third year in a row that Coors Light has held the No. 3 position and the 10th consecutive year that the brand has experienced sales growth. With the addition of Indiana in 1991, this was also the first year that Coors Light was available in all 50 states.
 "In a down year for the industry, Coors Light is one of the few major brands continuing to show a positive trend," said Bob McBride, Coors Light brand director. "While all of the numbers are not in yet, we are comfortable in reporting that 1991 was another banner year for Coors Light, further solidifying our position as the No. 3 brand."
 According to McBride, Coors Light has achieved sales growth every year for the past 10 years, with an average annual growth rate of an estimated 12 percent over the past four years.
 "Coors Light continues to achieve success because it directly meets the needs of today's consumer who is concerned about health, active lifestyles and moderation," said McBride. "We are well on our way to achieving our goal of becoming the beverage of the 1990s."
 Coors Brewing Co.'s total barrel shipments for 1991 will be released in mid-January 1992, and Adolph Coors Co. (NASDAQ: ACCOB) 1991 earnings will be reported in mid-February 1992.
 Coors Light was introduced in 1978 and is currently available throughout the United States, as well as in Canada, Bermuda, the British Virgin Islands, Guam, Puerto Rico and the Cayman Islands. Coors Light is also available on 250 U.S. military bases located in 15 countries.
 -0- 12/18/91
 /CONTACT: Julie Demlow or Janet Rowe both of Coors Brewing, 303-277-2555 or 800-525-3786/
 (ACCOB) CO: Coors Brewing Co. ST: Colorado IN: FOD SU:


MC -- DV006 -- 3372 12/18/91 11:11 EST
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Publication:PR Newswire
Date:Dec 18, 1991
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