MORE BEVERAGE NEWS: IS THE U.K. VIRGIN TERRITORY?

     Virgin Cola advertising hits British TV screens tonight in
the company's next step in its bid "to take on the might of Coca-
Cola and PepsiCo in the global soft drinks market.  After
introducing his drink in November, Virgin Chair Richard Branson
aims to sell Virgin Cola in 140 countries within three years, but
that "hinges crucially" on how it "develops in the UK over the
next few months."  Branson's strategy is "staying cheap" as he
wants to make up for lack of money with the "pull of the Virgin
name and his own-high profile personality" (Roderick Oram,
FINANCIAL TIMES, 5/2).
     IT'S NEVER TOO LATE TO SAY, SAYONARA:  Coca-Cola has had to
slash their prices in Japan as retailers have come out with
discount colas.  The "onslaught of inexpensive, generic soft
drinks" are "hurting the sales and influence of brand-name sodas"
(WALL STREET JOURNAL, 5/2).
     COORS HEADS OVERSEAS:  This morning's "Bloomberg Business
News" reports that Coors Brewing plans to spend more money "on
getting a bigger piece of the foreign beer market."  Anheuser-
Busch and Miller Brewing already have foreign expansion efforts
underway (PBS, 5/2).
     A-B MESSES WITH TEXAS:  Anhesuer-Busch is testing a "for-
Texas-only-specialty" beer, ZiegenBock Amber.  Brewed in Houston,
it will "challenge the huge regional presence of Gambrinus'
Shiner Bock" (BRANDWEEK, 5/1 issue).