Coors Brewing Company Announces New Initiative to Remind Consumers They Hold the...

Coors Brewing Company Announces New Initiative to Remind Consumers They Hold the Key to Preventing Drunk Driving

Campaign Will Be Communicated on All CBC Advertising
GOLDEN, Colo.--(Business Wire)--
Just in time for Memorial Day and the official kick-off to summer,
Coors Brewing Company (CBC) is launching a new alcohol responsibility
initiative designed to remind consumers that they hold the key to
preventing drunk driving. The "You Hold the Key... Never Drive Drunk"
campaign reminds adult consumers of the relatively simple solutions to
preventing drunk driving, the most important being to plan ahead. The
campaign will be supported through print advertising as well as logos
on all CBC television, print, radio and outdoor ads.

In its latest consumer survey, CBC found that the number one
responsibility issue that consumers expect brewers to address is drunk
driving. This new campaign gives a specific call-to-action and reminds
consumers that they are not invincible.

"We've always been focused on promoting the responsible enjoyment
of our products and this campaign speaks directly to our consumers in
a way that will resonate with them," said Bill Young, director, U.S.
alcohol responsibility, Coors Brewing Company. "We've built this
program so that all of our distributors and retailers nationwide can
participate and help consumers prevent drunk driving."

The Coors "You Hold the Key... Never Drive Drunk" logo will appear
in all CBC brand advertising in 2008 and be experienced by consumers
when they see "You Hold the Key... Never Drive Drunk" advertising and
bar/restaurant programs in 2009. The program has three primary
elements:

-- Responsible Alcohol Server Training: CBC recognizes that
bartenders and servers have an important role when it comes to
promoting the responsible use of its products. Skills-based
responsible alcohol server training is designed to provide
participants the confidence, decision-making skills and
information they need to prevent drunk driving as well as
underage drinking.

-- Designated Driver Programs: CBC encourages the use of
designated drivers. Programs will be available to encourage
consumers to plan ahead and choose a designated driver or sign
up to be a designated driver. Participating accounts will
agree to provide soft drinks or other non-alcoholic beverages
to designated drivers, identified by custom wristbands, during
the evening.

-- Taxi Cab Programs: CBC encourages consumers to use the
1-800TAXICAB national taxi dispatch service to plan ahead for
safe alternate transportation home. It's an easy-to-remember,
free phone call that dispatches a cab wherever and whenever a
consumer needs it.

Coors Brewing Company will continue its partnership with
MVParents.com and its "21 Means 21" logo will remain on all packaging.

About Coors Brewing Company

Coors Brewing Company is a subsidiary of Molson Coors Brewing
Company (NYSE:TAP)(TSX:TAP). It is the third largest brewer in the
U.S. The company's U.S. brands include Coors Light, Molson Canadian,
Coors, George Killian's Irish Red, Keystone, Blue Moon, Coors NA and
Zima. For more information on Coors, visit the company's Web site,
www.coors.com.

Coors Brewing Company
Jenny Volanakis, 646-682-7682
jennifer.volanakis@coors.com

Copyright Business Wire 2008