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LINE OF SEASONAL BEERS TARGETS GROWING CONSUMER DEMAND FOR UNIQUENESS, EXCLUSIVITY AND QUALITY

 GOLDEN, Colo., Oct. 11 /PRNewswire/ -- While they may not be ready for a steady diet of microbrews and hoppy ales, American beer drinkers are increasingly looking for special occasion brews with heavier body and more intense flavors.
 To meet this demand, UniBev Ltd., a recently created arm of the Coors Brewing Co. (CBC), will introduce a line of specialty beers specifically for each season of the year. Three new products will complement well-established Winterfest, a full-bodied, robust brew introduced in 1986 as a holiday beer available only in Colorado. Winterfest's success prompted CBC to market the brand nationally in 1987. Last year, Winterfest's availability was expanded beyond the holidays to include the entire winter season, and consumers responded, boosting sales 23 percent over the 1991/92 season.
 Following this year's Winterfest, the first of the new seasonal line will be introduced next spring. "This new line of products offers consumers a variety of specialty beers throughout the year," said Vinny Prattico, UniBev Ltd.'s marketing manager. "We've developed these products specifically for a market segment that seeks out new restaurants, entertains at home, and follows food and wine trends."
 As niche products, Prattico said the specialty beers will be brewed in limited quantities. "While we recognize the new line will represent a relatively small volume, our desire to provide a variety of quality seasonal products to a small segment of existing or new customers is at the heart of the decision to proceed with this program."
 UniBev Ltd. was formed in May to develop and implement strategies to increase CBC's share of the growing import and specialty beer market in the United States. Averaging 30 percent growth for each of the past five years, the specialty market is one of the few segments demonstrating any significant sales increases in the beer industry.
 In addition to Winterfest and the new seasonal line, UniBev Ltd. also markets Killian's Irish Red, a leader in the specialty beer category with almost 60 percent growth this year. Through a joint venture agreement between CBC and Lion Nathan International, UniBev Ltd. also is now marketing Australia's most popular beer, Castlemaine XXXX, in the United States.
 The new specialty beers were conceived and developed within the Coors pilot brewery. The pilot brewery is a self-contained facility which can create, brew, bottle, label and package a product from start to finish. The new line is designed to underscore the capability of the world's largest single-site brewery to produce a limited volume of specialty products which match microbrews, both in concept and quality.
 -0- 10/11/93
 /CONTACT: Ruben Valdillez, 800-525-3786, or Holly Johnson, 303-277-2556, both of Coors Brewing Co./


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

MC -- DV002 -- 0659 10/11/93 11:49 EDT
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Publication:PR Newswire
Date:Oct 11, 1993
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