COORS BREWS UP FOUNDING PARTNERSHIP AT PEPSI CENTER

          Coors has become the first official founding partner of
     the Pepsi Center, scheduled to open in October of '99. 
     Terms of the deal were not disclosed (Coors).  Coors will be
     one of the arena's four founding partners, with more
     announcements due in the "coming weeks."  In Denver, Dina
     Bunn reports that Coors will not have exclusive beer pouring
     rights and will negotiate with Pepsi Center concessionaire
     Odgen Entertainment on keg volume.  Coors' beer volume in
     the Pepsi Center will be "at least equal" to what it
     supplied at McNichols Arena for Avalanche and Nuggets games,
     but as the official beer, Coors will "dominate" the Pepsi
     Center with signage and promos.  Coors VP/Corporate Market
     Development Michael Jackson: "We're going to be very
     visible."  Bunn calls Coors' investment a "departure from
     the past, when the brewery opted not to vigorously pursue
     major sponsorships at local arenas and stadiums."  Coors CEO
     Peter Coors: "I think we've grown in size and ability to do
     these kinds of programs" (ROCKY MOUNTAIN NEWS, 7/23).