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Coors: Continues Roll Out of New Low-Carb Light Lager - Aspen Edge - in 17 New Markets Including Wisconsin
3/26/2004

GOLDEN, Colo., March 26 /PRNewswire/ -- Coors Brewing Company today announced Aspen Edge(TM) -- its super-premium, low-carb light lager -- is now available at on- and off-premise outlets in 17 new markets including Arizona, California, Colorado, Connecticut, Florida, Georgia, Hawaii, Indiana, Kentucky, Michigan, Missouri, Ohio, Oklahoma, Rhode Island, Utah, Wisconsin and Las Vegas, Nevada. The national rollout of Aspen Edge will be complete by Memorial Day.

According to a recent ACNielson Home Survey, 17 percent of American households include someone that is currently following some form of a low-carb diet. Aspen Edge, the lager with 2.6 grams of carbs and 94 calories, is available in 6- and 12-pack bottles and was developed for the carb-conscious consumer who demands a great tasting beer. Coors' Master Brewers Keith Villa and David Bright created Aspen Edge through extensive research and development, a special blend of malts and a proprietary brewing and fermenting process.

"Coors' unique brewing process allows us to brew great flavor into the beer. We also have one of the longest brewing processes in the industry," says Keith Villa. "The result is a smooth taste, a distinctive color, and a crisp, clean finish. From the first sip, you'll notice it has the same complex aroma that premium lager drinkers are used to tasting."

Aspen Edge is already available in Delaware, New Jersey, New York, Pennsylvania, New Hampshire, Massachusetts, Vermont, Maryland, Virginia, Maine, and Texas.

About Coors Brewing Company:

Coors Brewing Company (CBC) is the third-largest U.S. brewer and the ninth largest brewer in the world. Coors sells its products in North America, Latin America, Europe, and Asia. Founded in 1873, Adolph Coors Company is the holding company for CBC, with its stock trading on the New York Stock Exchange under the symbol RKY. For more information on Coors, go to www.coors.com. For more information on Aspen Edge, call 877-TRY-ASPEN.

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