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Coors to sell Extra Gold in Ireland.

Coors Extra Gold beer will be brewed and sold in Ireland under license by Murphy Brewery Ireland Ltd., Dublin, the Adolph Coors Co. announced here on Wednesday.

Coors began selling the brand in the United Kingdom in August 1992.

Ireland, traditionally a stronghold for domestic and draft beers, is showing a growing interest in premium bottled lager and sales amount to about 500,000 cases a year, or 11 percent of the market, a Coors spokesman said.

"There is no doubt in our minds that Ireland is a market with a great deal of potential for Coors Extra Gold," said Mark Stankovic, director of international marketing for the brewery. "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."

Murphy Brewery launched Heineken beer in the premium sector 10 years ago. Heineken continues to dominate the Irish lager market.

Ireland becomes the 16th international market for Coors beer, Stankovic said.
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Title Annotation:Adolph Coors Co.'s beer
Publication:Modern Brewery Age
Date:Jul 5, 1993
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