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Marketing v.p. Rechholtz quits Coors.

Coors Brewing Co. has announced that Robert A. Rechholtz, executive vice president of marketing, has left the brewery to "pursue other business interests," the Wall Street Journal has reported.

Rechholtz, who has been with Coors for 11 years, was in charge of Coors' marketing efforts as the company expanded from 11 to 50 states and introduced several new brands. According to analysts, he helped convince the Coors family that it needed to put more effort into marketing.

Rechholtz was passed over this year when Coors named W. Leo Keily as president of the brewery, succeeding Peter Coors, who remained as chairman. Analysts considered Rechholtz the top inside candidate for the job, and predicted that the selection of outsider would cause friction. Keily was a former division president for Frito Lay Inc., with a strong marketing background.

"This could be a classic situation where changes at the top don't make everyone happy," said Emmanuel Goldman, analyst at Paine Webber, Inc. San Francisco. But Rechholtz probably wasn't forced out, he said. "Coors is holding up very well in a difficult industry environment, and Bob can't be faulted."

In an interview, Rechholtz said he had no problem working with Keily, and was quoted as calling their five-month working relationship "fun."

Coors said it hasn't made a decision about who, if anyone, will succeed Rechholtz. In a statement, Peter Coors praised Rechholtz and said he will be missed at the company.
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Title Annotation:Adolph Coors Co. executive vice president for marketing Robert A. Rechholtz
Publication:Modern Brewery Age
Date:Jun 14, 1993
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