COORS ADOLPH CO
10-K405, 1997-03-28
MALT BEVERAGES
Previous: CONSOLIDATED EDISON CO OF NEW YORK INC, 10-K405, 1997-03-28
Next: COUNTRYWIDE CREDIT INDUSTRIES INC, S-8, 1997-03-28





                     U.S. SECURITIES AND EXCHANGE COMMISSION
                              Washington, D.C.  20549

                                    FORM 10-K

x  ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES
    EXCHANGE ACT OF 1934 (NO FEE REQUIRED)

For the fiscal year ended     December 29, 1996
                                         OR

o  TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
    SECURITIES EXCHANGE ACT OF 1934 (NO FEE REQUIRED)

For the transition period from                           to
Commission file number 0-8251

                              ADOLPH COORS COMPANY
(Exact name of registrant as specified in its charter)

  Colorado                                      84-0178360  
(State or other jurisdiction of  (I.R.S. Employer Identification No.)
 incorporation or organization)

    Golden, Colorado                               80401
(Address of principal executive offices)         (Zip Code)

Registrant's telephone number, including area code   (303)279-6565

Securities registered pursuant to Section 12(b) of the Act:

  Title of each class           Name of each exchange on which registered

          None                                    None

Securities registered pursuant to Section 12(g) of the Act:

             Class B Common Stock (non-voting), no par value
                            (Title of class)

Indicate by check mark whether the registrant (1) has filed all
reports required to be filed by Section 13 or 15(d) of the
Securities Exchange Act of 1934 during the preceding 12 months
(or for such shorter period that the registrant was required to
file such reports), and (2) has been subject to such filing
requirements for the past 90 days.  YES  X   NO

Indicate by check mark if disclosure of delinquent filers
pursuant to Item 405 of Regulation S-K is not contained herein,
and will not be contained, to the best of registrant's knowledge,
in definitive proxy or information statements incorporated by
reference in Part III of this Form 10-K or any amendment to this
Form 10-K.  (X)

State the aggregate market value of the voting stock held by non-
affiliates of the registrant:  All voting shares are held by
Adolph Coors, Jr. Trust.

Indicate the number of shares outstanding of each of the
registrant's classes of common stock, as of March 15, 1997:

Class A Common Stock -  1,260,000 shares
Class B Common Stock - 36,141,116 shares

                                  PART I

ITEM 1. Business

(a)  General Development of Business

Founded in 1873 and incorporated in Colorado in 1913, Adolph
Coors Company (ACC or the Company) is the holding company for
Coors Brewing Company (CBC), the third-largest U.S. brewer.

CBC owns Coors Distributing Company (CDC) and several smaller
subsidiaries, including Coors Transportation Company; Coors
Energy Company (CEC); The Wannamaker Ditch Company and The Rocky
Mountain Water Company, which carry process water from nearby
Clear Creek to various CBC reservoirs in the Golden area; Coors
Brewing Company International, Inc. (CBCI); Coors Global, Inc.
(Global); Coors Intercontinental, Inc. (Intercontinental); and
Coors Japan Company, Ltd. (Coors Japan).

CDC owns and operates distributorships in several markets across
the United States. CDC's 1996 operations accounted for
approximately 5.6% of CBC's total beer sales.

Through a subsidiary, CEC continues to operate a gas transmission
pipeline that provides energy to CBC's Shenandoah facility.

CBC, CBCI, Global, and Intercontinental own Coors Brewing
International C.V. (the CV), which in turn owns Coors Brewing
Iberica, S.A. (Coors Iberica) and Coors Services, S.A. Established in 1995, 
Coors Services, S.A. provides management and administrative services to 
CBC. The CV acts as a holding company and a finance subsidiary.

Some of the following statements describe the Company's
expectations of future products and business plans, financial
results, performance, and events. Actual results may differ
materially from these forward-looking statements.

(b)  Financial Information About Industry Segments

The Company has continuing operations in a single industry
segment, the production and marketing of malt-based beverages.

(c)  Narrative Description of Business

Coors Brewing Company - General

CBC produces and markets high-quality malt-based beverages. CBC
concentrates on distinctive premium and above-premium brands that
provide higher-than-average margins. Most of CBC's sales are in
U.S. markets; however, the Company is committed to building
profitable sales in international markets. Sales of malt
beverages totaled 20 million barrels in 1996, 20.3 million
barrels in 1995, and 20.4 million barrels in 1994. (See Item 7
for discussion of changes in volume.)

Marketing

Principal products and services:  CBC currently has 26 brands in
its portfolio, of which seven are premium products which make up
the Coors family of beers:  Coors Light; Original Coors; Coors
Artic Ice; Coors Artic Ice Light; Coors Extra Gold; Coors
Dry; and Coors Cutter, a non-alcoholic brew.

CBC also produces and markets Zima, an innovative malt-based, above-premium 
beverage, and Herman Joseph's, a special premium beer with a craft-brewed 
flavor without the heavy taste or high price of craft-brewed beers.

Through UniBev, Ltd. (UniBev), an operating unit focusing on
specialty and import beers, CBC offers specialty, above-premium
beers, including Winterfest; Blue Moon Honey Blonde Ale; Blue
Moon Nut Brown Ale; Blue Moon Belgian White Ale; Blue Moon
Raspberry Cream Ale; Blue Moon Abbey Ale; and Blue Moon Harvest
Pumpkin Ale, a seasonal product. Also through UniBev, CBC sells
several imported and/or licensed products, including George
Killian's Irish Red, George Killian's Irish Brown Ale, George
Killian's Irish Honey Ale, and Steinlager. Steinlager is New
Zealand's number-one premium beer and is distributed under
license from Lion Nathan International of New Zealand.

Through a foreign joint venture, CBC also produces Cass Fresh,
which is distributed in South Korea.

CBC also sells popular-priced products, including Keystone,
Keystone Light, Keystone Dry, Keystone Ice, and Keystone Amber Light.

CBC's beverages are sold in most states, except for Coors Dry
which is in limited distribution. CBC exports or produces and sells 
many products overseas, which are described in greater detail below.

In 1995, CBC celebrated the grand opening of Coors Fieldr
ballpark in Denver, Colorado, by opening The SandLot Brewery at
Coors Field, the first brewery in a ballpark. This brewery, which
is open year-round, makes a variety of specialty beers and has an
annual capacity of approximately 4,000 barrels.

New products/opportunities:  In 1996, CBC introduced Killian's
Irish Honey Ale, which joined Killian's Irish Red and Killian's
Irish Brown Ale in establishing the Irish family of brands.

Blue Moon Brewing Company (Blue Moon), an operating unit within
UniBev created during 1995, supports a product line of unique specialty 
brews that are contract-brewed by Hudepohl Schoenling and marketed by 
UniBev. Blue Moon introduced one new products in 1996, Blue Moon Raspberry 
Cream Ale, and one in early 1997, Blue Moon Abbey Ale.

During 1996, Memphis Brown (which was introduced in early 1996),
Coorsr Red Light, Coors Special Lager, and Castlemaine XXXX
were discontinued because the market performances of these
products did not meet expectations.

Brand names, trademarks, patents, and licenses:  CBC owns
trademarks on all brands it produces and recognizes that consumer
knowledge of and loyalty to its brand names and trademarks are
vital to CBC's long-term success. It also holds several patents,
with expiration dates ranging from 1997 to 2017, on innovative
processes related to product formulae, can making, can
decorating, and certain other technical operations. CBC receives
revenue from royalties and licenses, but its business is not
substantially dependent upon such revenue.

Brand performance:  Coors Light is CBC's best-selling brand and
has generated approximately two-thirds of its total sales volume
for the past three years. CBC's second-most-popular brand is
Original Coors. Premium and above-premium beers account for
approximately 88% of CBC's total sales volume.

Domestic sales:  The Company's highest-volume states are
California, Texas, Pennsylvania, New York, and New Jersey,
comprising 45% of total domestic volume.

Eight geographic field business areas manage domestic sales. This
geographic segmentation allows CBC to better anticipate and
respond quickly to wholesaler and consumer needs.

International business:  CBC is committed to increasing its
international presence through export sales, licensing
agreements, joint ventures, and foreign production facilities.

Through its U.S. and foreign production facilities, CBC markets
its products to approximately 40 international markets and to
U.S. military bases worldwide. Export sales are significantly
more profitable, on a per-barrel-basis, than domestic sales.

Under an interim agreement, Molson Breweries of Canada Limited
(Molson) brews and distributes Original Coors and Coors Light in
Canada (see below). After Molson permitted Miller Brewing Company
(Miller) to purchase a 20% ownership interest in Molson in 1993,
CBC initiated two legal actions regarding its licensing
arrangement with Molson. These actions have not impacted the
success of CBC's brands in Canada, where Coors Light is the best-
selling light beer. On October 18, 1996, an arbitration panel
ruled that the licensing agreement terminated in 1993 when Miller
acquired its ownership interest in Molson. This ruling returns
Canadian rights to all CBC brands to CBC and requires Molson to
compensate CBC for the period beginning April 2, 1993. Although
CBC believes the compensation awarded will be significant, that
compensation cannot be quantified until the next phase of
arbitration is completed during 1997.

Also in its ruling, the arbitration panel found that Molson had
underpaid royalties from January 1, 1991, to April 1, 1993. Thus,
Molson paid CBC $6.1 million in cash (net of $680,000 of
withholding taxes) during 1996 to cover the unpaid royalties plus
interest. In January 1997, Molson filed an appeal to this phase
of the arbitration. Management believes the appeal is without merit.

CBC and Molson have agreed that Molson will continue to brew and
distribute CBC's products for an interim period ending no earlier
than July 1, 1997. Income from the interim agreement is based upon actual 
CBC brand sales volume in Canada and is reported as gross sales in the 
accompanying financial statements. Management continues to work on CBC's 
options for future business in Canada and believes these opportunities 
could provide greater financial returns than were available under the 
terminated licensing agreement with Molson.

Coors Japan, the exclusive importer of Coors products into Japan
and based in Tokyo, distributes, markets, and sells CBC's
products in Japan, where the Coors brand has been one of the top
three foreign premium brands for nine years.

Since September 1992, a joint venture between CBC and Scottish Courage 
has brewed and/or distributed Coors Extra Gold in the United Kingdom and 
Ireland. Coors Extra Gold was rated overall Best Draught Lager at the 
1994 Brewing Industry International Awards in England.

Beginning in 1991, CBC formed Jinro-Coors Brewing Company (JCBC),
a joint venture with Jinro Limited of the Republic of Korea. CBC
owns one-third of JCBC, while Jinro Limited owns the remaining
two-thirds. JCBC began production of Cass Fresh in its South
Korean brewery in the second quarter of 1994. JCBC's brewing
capacity was expanded to approximately 3.6 million barrels in
1995. Currently, Cass Fresh represents 20% of the South Korean
market. JCBC's financial results are not included in CBC's
financial statements, as CBC's investment is accounted for under
the cost basis of accounting, since it does not have the ability
to significantly influence JCBC's business operations. CBC holds
a put option on its $22 million investment in JCBC, which
entitles CBC to require Jinro Limited to purchase CBC's
investment at the greater of cost or market value through March
1999. JCBC began production of Cass Fresh in its brewery in the second
quarter of 1994 and achieved a 20% share of the Korean market by the
end of 1996. JCBC also achieved positive operating income in 1996 but
has not yet been profitable due to debt service costs.

In March 1994, Coors Iberica purchased a 500,000-hectoliter
brewery in Zaragoza, Spain, from El Aguila S.A. of Madrid, Spain,
which is owned 51% by Amsterdam-based Heineken, N.V. (the world's
second-largest brewer). CBC's total investment in Spain is
expected to exceed $50 million, including the initial purchase
price and future operations and marketing expenditures. CBC will
contract-brew El Aguila products through 1998.

Coors Iberica brews Coors Gold for sale in Spain and the Coors
Extra Gold brand for export to approximately 20 international
markets. Coors Iberica also brews Coors Light for export to the
United Kingdom and Ireland. El Aguila distributes Coors products
in Spain, while Coors Iberica and El Aguila jointly manage sales
and marketing. This arrangement provides advantages over
exporting products directly from U.S. facilities. Financial results 
of the Zaragoza brewery are included in ACC's financial statements.

In early 1996, ACC established a foreign sales corporation, Coors Export 
Ltd., to take advantage of favorable U.S. tax laws involving foreign sales.

Product distribution:  A national network of 571 independent
distributors and four distributorships owned and operated by CDC
deliver CBC products to U.S. retail markets. Some distributors
operate multiple branches, bringing the total number of U.S.
distributor/branch locations to 625. Independent distributors
deliver CBC products to some export/international markets under
certain licensing and distribution agreements.

To ensure the highest product quality, CBC monitors distributors'
methods of handling Coors products. This monitoring helps ensure
adherence to proper refrigeration and rotation guidelines for
CBC's malt beverages at both wholesale and retail locations.
Distributors are required to replace CBC products if consumer
sales have not occurred within prescribed time frames.

Transportation

Given the location of its three production facilities in the
U.S., CBC must ship its products a greater distance than most
competitors. By packaging some products in the Memphis and
Shenandoah facilities, CBC achieves more efficient product
distribution and reduced freight costs to certain markets. Major
competitors have multiple breweries from which to deliver
products, thereby incurring lower transportation costs than CBC.

Burlington Northern, Inc. transports approximately 68% of the
products packaged at CBC's Golden facility to Denver. From there,
various railroads ship the products to satellite redistribution
centers and distributors throughout the country. The railcars assigned to 
CBC are specially built and insulated to keep Coors products cold en route.

CBC currently uses 18 strategically located satellite
redistribution centers to transfer its products from railcars to
trucks for shipment to distributors. In 1996, approximately 73%
of total railcar volume of packaged product from Golden moved
through the satellite redistribution centers.

As noted above, CBC relies heavily upon rail distribution of its
products. Any disruption by strike would impact CBC more than its
major competitors, but, in management's opinion, the risk of such
disruption appears very low.

The remaining 32% of products packaged in Golden is shipped by
truck and intermodal (piggyback) directly to distributors.
Transportation vehicles are also refrigerated or insulated to
keep CBC's malt beverages at proper temperatures while in transit.

Operations

Production/packaging capacity:  CBC currently has three domestic
production facilities. It owns and operates the world's largest
single-site brewery in Golden, Colorado; a packaging and brewing
facility in Memphis, Tennessee; and a packaging and distribution
facility near Elkton, Virginia (referred to as the Shenandoah facility).

The Golden brewery is the source location for all brands with the
Coors name except for Coors Cutter. Approximately 65% of CBC's
beer is packaged in Golden; substantially all of the remainder is
shipped in bulk from the Golden brewery to the Memphis and
Shenandoah facilities for blending, finishing, and packaging.

The Memphis facility currently packages all products exported
from the United States and brews and packages Zima, Killian's
Irish Honey Ale, and Coors Cutter. Depending on product mix and
market opportunities, the full utilization of brewing capacity in
Memphis may or may not require additions to plant and equipment.

The Shenandoah facility currently packages certain CBC products
for distribution to Eastern markets and could be expanded, if necessary.

At the end of 1996, CBC had approximately 25 million barrels of
annual brewing capacity and 30 million barrels of annual
packaging capacity. Current capacity depends upon product mix and
may change with shifting consumer preferences for specific brands
and/or packages. CBC's three facilities provide sufficient
brewing and packaging capacity to meet foreseeable consumer
demand. The proliferation of products and packages creates
logistical challenges for CBC, as well as for the industry.

Most of CBC's aluminum can, end, glass bottle, and malt
requirements are produced in owned facilities or facilities
operated by joint ventures in which CBC is a partner. CBC has
arranged for sufficient container supplies with its joint venture
partners and has sufficient malting facilities to fulfill its
current and projected requirements.

Container manufacturing facilities:  CBC owns a can manufacturing
facility, which produces approximately 3.6 billion aluminum cans
per year, and an aluminum can end manufacturing facility, which
provides CBC aluminum ends and tabs. Total container assets
comprise approximately 10.2% of CBC's properties. In 1994, CBC
and American National Can Company (ANC) formed a joint venture to
produce beverage cans and ends at CBC's manufacturing facilities
for sale to CBC and outside customers. The joint venture's
initial term is seven years but can be extended for two
additional three-year terms. The joint venture has improved the
technology and utilization of both facilities and has enhanced
this investment's return. In 1996, CBC purchased approximately
96% of the cans produced. The joint venture is committed to
supplying 100% of the Golden facility's can and end requirements.

In June 1995, CBC and Anchor Glass Container Corporation (Anchor)
established a joint venture partnership, the Rocky Mountain Bottle Company 
(RMBC), to produce glass bottles at the CBC glass manufacturing facility. 
The joint venture has lowered unit costs, increased output, and created 
efficiencies at the glass plant. CBC contributed approximately $16.2 
million in machinery, equipment, and certain personal property to RMBC. The
partnership's initial term is 10 years and can be extended for
additional two-year periods.

In 1996, RMBC produced approximately 783 million bottles; CBC
purchased approximately 97% of the bottles produced. To assist in
its goal of manufacturing bottles with recycled material, CBC
constructed a glass recycling facility in Wheat Ridge, Colorado,
in 1994 and doubled the amount of glass the facility can recycle
annually. RMBC operates the recycling facility.

Anchor declared bankruptcy in September 1996. Effective February
5, 1997, Owens-Brockway Glass Container, Inc. (Owens) replaced
Anchor as CBC's partner in RMBC as a result of Anchor's
bankruptcy declaration and the related sale of certain Anchor
assets to Owens and Consumers Packaging, Inc. Further, Owens has
replaced Anchor as the 100% preferred supplier of bottles to CBC
for bottle requirements not met by RMBC.

Other facilities:  CBC owns waste treatment facilities, which process 
waste from CBC's manufacturing operations and from the City of Golden.

In September 1995, CBC sold its power plant equipment and support
facilities to Trigen-Nations Energy Corporation, L.L.L.P.
(Trigen) for approximately $22 million. CBC has agreed to
purchase from Trigen the electricity and steam needed to operate
its Golden facilities. This 25-year agreement also requires that
significant capital improvements be made by Trigen.

CBC continues to improve asset utilization by divesting non-core
assets and by continuing to improve capacity utilization through
joint ventures and alliances. Joint venture partnerships and certain other 
outsourcing arrangements for malting operations are being explored. If 
appropriate outsourcing arrangements are not made, CBC may have to invest 
in significant capital improvements for its malting operations.

Capital expansion:  In 1996, the Company spent approximately $63
million in capital expenditures. While management plans to invest
appropriately in order to ensure ongoing productivity and
efficiency of CBC assets, priority will be given to those
projects the Company believes offer returns in excess of CBC's
cost of capital. The Company expects its capital expenditures for
1997 to be approximately $85 million.

Raw Materials/Sources and Availability

CBC's beers are made with all natural ingredients, and its
brewing cycle is one of the longest in the industry. CBC adheres
to strict formulation and quality standards in selecting its raw
materials and believes it has sufficient access to raw materials
and packaging supplies to meet its quality and production requirements.

Barley, barley malt, starch, and hops:  CBC uses a proprietary
strain of barley, developed by its agronomists, in most of its
malt beverages. Virtually all of this barley is grown on
irrigated farmland in the western United States under contractual
agreements with area farmers. CBC's malting facility in Golden
produces malt for all CBC products, except Zima and Blue Moon.
CBC maintains inventory levels in owned locations sufficient to continue
production in the event of any disruption in barley or malt supplies.

Rice and refined cereal starch (which are interchangeable in
CBC's brewing process) and foreign and domestic hops are purchased 
from outside suppliers. Adequate inventories are maintained to continue 
production through any foreseeable disruption in supply.

Water:  CBC uses naturally filtered water from underground
aquifers to brew malt beverages at its Golden facility. Water
from private deep wells is used for brewing, final blending, and
packaging operations at plants located outside Colorado. Water
quality and composition were primary factors in all facility site
selections. Water from CBC's sources in Golden, Memphis, and
Shenandoah is ideally balanced with minerals and dissolved solids
to brew high-quality malt beverages.

CBC continually monitors the quality of all the water used in its
brewing and packaging processes for compliance with its own
stringent quality standards as well as applicable federal and
state water standards. CBC owns water rights believed to be
adequate to meet all of its present requirements for both brewing
and industrial uses; however, it continues to acquire water
rights and add water reservoir capacity, as appropriate, to
provide for long-term strategic growth plans and to sustain
brewing operations in the event of a prolonged drought.

Packaging materials:  During 1996, approximately 58% of CBC's
malt beverages were packaged in aluminum cans. Approximately 39%
of the cost of malt beverages packaged in cans is the cost of the
aluminum can. CBC purchases most of its cans and ends from the
joint venture with ANC. Aluminum cans for products packaged at
the Memphis plant are purchased from an outside supplier.

Glass bottles were used to package approximately 30% of CBC's beverages 
in 1996; about half of these bottles were produced by RMBC.

The remainder (12%) of the malt beverages sold during 1996 was
packaged in quarter- and half-barrel stainless steel kegs and two
different sizes of a plastic sphere called "The Party Ball," a
packaging innovation introduced by CBC in 1988.

Graphic Packaging Corporation, a subsidiary of ACX Technologies,
Inc. (ACX), supplies much of the secondary packaging for CBC's
products, including bottle labels and paperboard products.

Supply contracts with ACX companies:  When ACX was spun off from
ACC in 1992, CBC negotiated long-term supply contracts with
certain ACX subsidiaries for aluminum, starch, and packaging
materials. These contracts, negotiated at market prices, were to
be in effect through 1997. The aluminum contracts were canceled
in 1995, and the starch contract was extended in 1997 to run
through 1999. The contract for packaging materials was modified
in 1997 and extended  until at least 1999. See Item 11, Compensation 
Committee Interlocks and Insider Participation for further details.

Energy:  CBC purchases electricity and steam for its Golden
manufacturing facilities from Trigen. CEC supplies Trigen with
coal for its steam generator system. CBC does not anticipate
future energy supply problems.

Seasonality of the Business

The beer industry is subject to seasonal sales fluctuation. CBC's
sales volumes are normally at their lowest in the first and
fourth quarters and highest in the second and third quarters. The
Company's fiscal year is a 52- or 53-week year that ends on the
last Sunday in December. The 1996 fiscal year was 52 weeks long,
while fiscal 1995 was 53 weeks long.

Research and Project Development

CBC's research and project development expenditures relate
primarily to new products and packages; brewing processes,
ingredients, and equipment; packaging supplies; and environmental
improvements and cost reductions in processes and packaging
materials. These activities are meant to improve the quality and
value of CBC's products while reducing costs through more
efficient processing and packaging techniques and equipment
design, as well as improved varieties of raw materials.
Approximately $12.8 million, $15.4 million, and $13.3 million
were spent on research and development in 1996, 1995, and 1994,
respectively. The Company expects to spend approximately $13
million on research and project development in 1997.

To support new product development, CBC maintains a fully
equipped pilot brewery, with a 6,500-barrel annual capacity,
within the Golden facility enabling CBC to brew small batches of
innovative products without interrupting ongoing production and
operations in the main brewery.

Regulations

Federal laws and regulations govern the operations of breweries;
the federal government and all states regulate trade practices,
advertising and marketing practices, distributor relationships,
and related matters. Governmental entities also levy various
taxes, license fees, and other similar charges and may require
bonds to ensure compliance with applicable laws and regulations.

A number of emerging regulatory issues could impact the Company's
business operations over the next few years, including potential
increases in state and federal excise taxes, restrictions on the
advertising and sale of alcohol beverages, new packaging
regulations and taxes, and others.

Federal excise taxes on malt beverages are currently $18 per
barrel. State excise taxes also are levied at rates that ranged
in 1996 from a high of $32.65 per barrel in Alabama to a low of
$0.62 per barrel in Wyoming, with an average of $7.67 per barrel.
In 1996, CBC paid approximately $379 million in federal and state
excise taxes. A substantial increase in federal or state excise
taxes would have a negative impact on sales and profitability of
the entire industry, including CBC. CBC is vigorously opposed to
any increases in federal and/or state excise taxes and will work
diligently to ensure that its view is represented adequately.

Environmental

Compliance with federal, state, and local environmental laws and
regulations did not materially affect the Company's 1996 capital
expenditures, earnings, or competitive position.

The Company continues to promote the efficient use of resources,
waste reduction, and pollution prevention. Programs currently
under way include recycling, down-weighting of product packages,
and, where practical, increasing the recycled content of product
packaging materials, paper, and other supplies. Several employee
task forces continually seek effective ways to control hazardous
materials and to reduce emissions and waste.

Employees and Employee Relations

The Company has approximately 5,800 full-time employees. Of CBC's
three domestic production facilities, only the Memphis plant
workers have union representation (Teamsters). In general,
relations with employees have been satisfactory.

Competitive Conditions

Known trends and competitive conditions:  Industry and
competitive information was compiled from the following industry
sources:  Beer Marketer's Insights and The Maxwell Consumer Report. 
While management believes these sources are reliable, the Company 
cannot guarantee the absolute accuracy of these numbers and estimates.

1996 industry overview:  The beer industry in the United States
is highly competitive. Industry volume growth has averaged less
than 1% a year since 1991. Domestic beer industry shipments in
1996 increased an estimated 1.4%. By contrast, 1995 domestic
shipments were down 1.1% from the year before. In recent years,
brewers have attempted to gain market share through competitive
pricing, marketing, promotions, and innovative packaging. In
1996, price promotions and price discounting continued to limit
growth in net price realizations for brewers, although not as
much as in 1995. It is estimated that more than 60% of the beer
sold for consumption off-premise in 1996 was sold on promotion.

Early indications point toward smaller growth in net price
realizations in 1997 than in 1996. It is possible that competitors 
will concentrate primarily on market share gains in 1997 instead 
of profitability, which will place additional downward pressure 
on pricing. Unit volume growth for major U.S. brewers continues 
to depend on growth in light beer sales, introductions of new 
products, and expansion into international markets.

A number of important trends continued in the U.S. beer market in
1996. The first was a trend toward "trading up." Consumers
continued to move away from lower-priced brands to higher-priced
brands, including specialty products and imports in the above-
premium category. While microbreweries continued to benefit from this 
trend, their growth rate as a group slowed in the second half of 1996.

To capitalize on the trend toward specialty products and craft-
brewed beers, brewers continued to introduce new specialty
brands, but at a slower rate than in 1995. At the end of 1996,
there were nearly 1,100 brands of beer in the United States, up
from 675 in 1991. This proliferation of products creates unique
challenges in operations, logistics, and marketing for all
brewers, distributors, and retailers.

The U.S. brewing industry also continues to consolidate. In 1996,
the Stroh Brewery Company acquired the brands and assets of G.
Heileman Brewing Company Inc., moving Stroh closer to CBC in
total unit sales. It is important to note, however, that Stroh
competes primarily in the subpremium category of the industry,
unlike CBC, which among major U.S. brewers has the highest volume
percentage in the premium and above-premium categories.

CBC competitive position:  CBC's malt beverages compete with
numerous above-premium, premium, low-calorie, popular-priced, non-
alcohol, and imported brands produced by national, regional,
local, and international brewers. Nearly 88% of domestic volume
is attributable to the top five domestic brewers:  Anheuser-
Busch, Inc. (AB); Philip Morris, Inc., through its subsidiary
Miller Brewing Company (Miller); CBC; The Stroh Brewery Company
(now including G. Heileman Brewing); and S & P Company. CBC
competes most directly with AB and Miller, the dominant companies
in the industry. CBC is the nation's third-largest brewer and,
according to Beer Marketer's Insights estimates, accounted for
approximately 9.9% of the total 1996 U.S. brewing industry shipments 
of malt beverages (including exports and U.S. shipments of imports). 
This compares to AB's 45.2% share and Miller's 21.8% share.

Given its industry position, CBC continues to face significant
competitive disadvantages related to economies of scale. Besides
lower transportation costs achieved by competitors with multiple
breweries, these larger brewers also recognize economies of scale
in advertising expenditures because of their greater volume. CBC,
in an effort to achieve and maintain national advertising
exposure, must spend substantially more per barrel of beer sold
than its major competitors. Significant levels of advertising are
necessary for CBC to hold and increase its U.S. market share.
This, coupled with ongoing price competition, puts more pressure
on CBC's margins in comparison to those of CBC's principal competitors.

ITEM 2.  Properties

The Company's major facilities are:
                                             
     Facility               Location              Product
Brewery/packaging        Golden, CO          Malt beverages/packaged
                                               malt beverages
Packaging                Elkton, VA          Packaged malt beverages
Brewery/packaging        Memphis, TN         Malt beverages/packaged
                                               malt beverages
Brewery/packaging        Zaragoza, Spain     Malt beverages/packaged
                                               malt beverages
Can and end plants       Golden, CO          Aluminum cans and ends
Bottle plant             Wheat Ridge, CO     Glass bottles
Distribution warehouse   Anaheim, CA         Wholesale beer distribution
                         Meridian, ID
                         Denver, CO
                         Oklahoma City, OK
                         Tulsa, OK
                         San Bernardino, CA*
* Leased.

The original brewery site at Golden, which is approximately 2,400
acres, contains brewing, packaging, can manufacturing and related
facilities, as well as gravel deposits and water-storage facilities.

CBC's can and end plants are operated by a joint venture between CBC and ANC.

CBC's bottle plant is operated by a joint venture between CBC and
Owens-Brockway Glass Container, Inc.

The distribution warehouses are held by CDC.

The Company owns 2,700 acres of land in Rockingham County,
Virginia, where the Shenandoah facility is located, and 132 acres
in Shelby County, Tennessee, where the Memphis facility is located.

All of the Company's facilities are well-maintained and suitable
for their respective operations. In 1996, CBC estimates that its
brewing facilities operated at approximately 79% of the 1997
brewing capacity and its packaging facilities operated at
approximately 66% of the 1997 packaging capacity.  Annual production 
capacity can vary due to product and packaging mix and seasonality.

ITEM 3. Legal Proceedings

See the Environmental section of Item 7 Management's Discussion
and Analysis of Financial Condition and Results of Operations for
a discussion of the Company's obligation for potential remediation costs 
at the Lowry Landfill Superfund site and related legal proceedings.

The Company is party to numerous other legal proceedings arising
from its business operations. In each proceeding, the Company is
vigorously defending the allegations. Although the eventual
outcome of the various proceedings cannot be predicted, no single
such proceeding and no group of such similar matters are expected
to result in liability that would be material to the Company's
financial position or results of operations.


ITEM 4. Submission of Matters to a Vote of Security Holders

None.


                                     PART II

ITEM 5. Market for the Registrant's Common Equity and Related 
Stockholder Matters

Adolph Coors Company's (ACC's) Class B common stock is traded
over the counter and is included in the NASDAQ National Market
listings with the ticker symbol "ACCOB." Daily stock prices are
listed in major newspapers, generally alphabetically under "CoorsB."

The approximate number of record security holders by class of
stock at March  15, 1997 is as follows:

     Title of class                       Number of record holders

Class A common stock, voting,          All shares of this class are
$1 par value                           held by the Adolph Coors, Jr. Trust

Class B common stock, non-voting,
no par value                           4,943

Preferred stock, non-voting,           None issued
$1 par value

The range of the high and low quotations and the dividends paid
per share on the Class B common stock for each quarter of the
past two years are shown below. The Company expects to continue
paying comparable dividends in the future:

                                                        1996
                                            Market price
                                          High        Low    Dividends
First quarter                            24 1/4      17 3/4   $ 0.125
Second quarter                           19 7/8      16 3/4   $ 0.125
Third quarter                            23 3/4      17 1/2   $ 0.125
Fourth quarter                           22 3/4      17 1/2   $ 0.125

                                                       1995
                                           Market price
                                          High        Low    Dividends
First quarter                            17 1/4      15 1/2   $ 0.125
Second quarter                           18 1/8      15 1/8   $ 0.125
Third quarter                            18 3/8      15 1/8   $ 0.125
Fourth quarter                           23 1/4      17       $ 0.125

ITEM 6. Selected Financial Data

Following is ACC's selected financial data for 10 years ended December 
29, 1996:

(In thousands, except
  per share)                  1996       1995       1994       1993       1992
Barrels of malt
 beverages sold             20,045     20,312     20,363     19,828     19,569
Summary of Operations:
  Net sales             $1,732,233 $1,679,586 $1,667,208 $1,586,370 $1,555,243
  Cost of goods sold     1,117,866  1,095,520  1,067,326  1,041,423  1,039,999
  Marketing, general
    and administrative     514,246    503,503    492,403    454,130    429,573
  Research and project
    development             12,761     15,385     13,265     13,008     12,370
  Special charges (credits)  6,341    (15,200)   (13,949)   122,540         --
Total operating expenses 1,651,214  1,599,208  1,559,045  1,631,101  1,481,942
Operating income (loss)     81,019     80,378    108,163    (44,731)    73,301
Other expense
   - net                     6,044      7,100      3,943     12,099     14,672
Income (loss) before
  income taxes              74,975     73,278    104,220    (56,830)    58,629
Income tax expense
  (benefit)                 31,550     30,100     46,100    (14,900)    22,900
Income (loss) from
  continuing operations $   43,425 $   43,178 $   58,120 $  (41,930)$   35,729
Per share of common 
  stock                 $     1.14 $     1.13 $     1.52 $    (1.10)$     0.95
Income (loss) from
  continuing operations as a
  percentage of net sales     2.5%       2.6%       3.5%      (2.6%)      2.3%
Financial Position:
  Working capital       $  124,194 $   36,530 $  (25,048)$    7,197 $  112,302
  Properties - net      $  814,102 $  887,409 $  922,208 $  884,102 $  904,915
  Total assets*         $1,362,536 $1,384,530 $1,371,576 $1,350,944 $1,373,371
  Long-term debt        $  176,000 $  195,000 $  131,000 $  175,000 $  220,000
  Other long-term
   liabilities          $   32,745 $   33,435 $   30,884 $   34,843 $   52,291 
  Shareholders' equity* $  715,487 $  695,016 $  674,201 $  631,927 $  685,445
  Net book value per share
   of common stock*     $    18.83 $    18.21 $    17.59 $    16.54 $    18.17
  Total debt to total
   capitalization            21.2%      24.9%      20.6%      26.3%      24.3%
  Return on average
   shareholders' equity       6.2%       6.3%       8.9%      (6.4%)     (0.2%)
Other Information:
  Dividends             $   18,983 $   19,066 $   19,146 $   19,003 $   18,801
  Per share of common 
    stock               $     0.50 $     0.50 $     0.50 $     0.50 $     0.50
  Average number of common
   shares outstanding       37,991     38,170     38,283     37,989     37,561
  Gross profit          $  614,367 $  584,066 $  599,882 $  544,947 $  515,244
  Capital expenditures  $   64,799 $  145,797 $  160,314 $  120,354 $  115,450 
  Depreciation, depletion,
   and amortization     $  121,121 $  122,830 $  120,793 $  118,955 $  114,780
  Full-time employees        5,800      6,200      6,300      6,200      7,100
  Total taxes           $  459,502 $  466,740 $  472,854 $  401,667 $  437,089
  Market price range of
   common stock:
    High                $   24 1/4 $   23 1/4 $   20 7/8 $   23 1/8 $   22 7/8
    Low                 $   16 3/4 $   15 1/8 $   14 3/4 $   15     $   15 1/2

                              1991       1990       1989       1988       1987
Barrels of malt 
  beverages sold            19,521     19,297     17,698     16,534     15,658
Summary of Operations:
 Net sales              $1,534,948 $1,482,422 $1,371,406 $1,277,619 $1,172,546
 Cost of goods sold      1,044,169    984,901    913,027    828,945    753,504
 Marketing, general
    and administrative     434,141    398,889    386,991    369,006    329,313
 Research and project
    development             14,252     10,196     10,853     11,125     11,105
 Special charges            29,599     30,000     41,670         --         --
Total operating expenses 1,522,161  1,423,986  1,352,541  1,209,076  1,093,922
Operating income            12,787     58,436     18,865     68,543     78,624
Other expense (income)
   - net                     4,403      5,903      2,546     (6,471)    (6,022)
Income before
  income taxes               8,384     52,533     16,319     75,014     84,646
Income tax (benefit)
  expense                   (8,700)    20,300      9,100     28,700     33,500
Income from
  continuing operations $   17,084 $   32,233 $    7,219 $   46,314 $   51,146
Per share of common 
  stock                 $     0.46 $     0.87 $     0.20 $     1.26 $     1.40
Income from continuing
  operations as a
  percentage of net sales     1.1%       2.2%       0.5%      3.6%       4.4%
Financial Position:
  Working capital       $  110,443 $  201,043 $  193,590  $ 196,687 $  242,406
  Properties - net      $  933,692 $1,171,800 $1,012,940 $1,033,012 $  975,781
  Total assets*         $1,844,811 $1,761,664 $1,530,783 $1,570,765 $1,456,493
  Long-term debt        $  220,000 $  110,000         --         --         --
  Other long-term
   liabilities          $   53,321 $   58,011 $   16,138 $   19,367 $   26,376
  Shareholders' equity* $1,099,420 $1,091,547 $1,060,900 $1,062,064 $1,031,811
  Net book value per share
   of common stock*     $    29.33 $    29.20 $    28.75 $    29.00 $    28.19
  Total debt to total
   capitalization            19.5%       9.2%       2.0%       1.7%       0.4%
  Return on average
   shareholders' equity       2.3%       3.6%       1.2%       4.5%       4.8%
Other Information:
  Dividends             $   18,718 $   18,591 $   18,397 $   18,311 $   18,226
  Per share of common 
    stock               $     0.50 $     0.50 $     0.50 $     0.50 $     0.50
  Average number of common
   shares outstanding       37,413     37,148     36,781     36,621     36,497
  Gross profit          $  490,779 $  497,521 $  458,379 $  448,674 $  419,042
  Capital expenditures  $  241,512 $  183,368 $  149,616 $  157,995 $  199,541
  Depreciation, depletion,
   and amortization     $  108,367 $   98,081 $  122,439 $  111,432 $   99,422
  Full-time employees        7,700      7,000      6,800      6,900      6,800
  Total taxes           $  405,789 $  251,606 $  236,740 $  236,683 $  234,352
  Market price range of
    common stock:
     High               $   24 1/4 $   27 3/8 $   24 3/8 $   21     $   30
     Low                $   17 3/8 $   17 1/8 $   17 3/8 $   16 1/2 $   16 1/4

Note: Numbers in italics include results of discontinued operations.
*Reflects the dividend of ACX Technologies, Inc. to shareholders during 1992.

ITEM 7.  Management's Discussion and Analysis of Financial Condition
         and Results of Operations

INTRODUCTION

ACC is the holding company for Coors Brewing Company (CBC), which
produces and markets high-quality malt-based beverages.

This discussion summarizes the significant factors affecting ACC's
consolidated results of operations, liquidity, and capital resources
for the three-year period ended December 29, 1996, and should be read
in conjunction with the financial statements and the notes thereto
included elsewhere in this report.

ACC's fiscal year is a 52- or 53-week year that ends on the last Sunday in 
December. The 1996 fiscal year was 52 weeks long, while fiscal 1995
was 53 weeks long.

Certain unusual or nonrecurring items impacted ACC's financial results
for 1996, 1995, and 1994, making clear evaluation of its ongoing
operations somewhat complicated. These items are summarized below.

Summary of operating results:
                                           For the years ended
                             December 29,      December 31,     December 25,
                                    1996              1995             1994
                                 (In thousands, except earnings per share)  
Operating income:
  As reported                    $81,019           $80,378         $108,163
  Excluding special items         87,360            65,178           94,214
Net income:
  As reported                     43,425            43,178           58,120
  Excluding special items         47,299            33,944           49,720
Earnings per share:
  As reported                      $1.14             $1.13            $1.52
  Excluding special items          $1.24             $0.89            $1.30


1996:  For the 52-week fiscal year ended December 29, 1996, ACC
reported net income of $43.4 million, or $1.14 per share. During 1996,
the Company received royalties and interest from Molson Breweries of
Canada Limited (Molson) in response to the October 1996 arbitration
ruling that Molson had underpaid royalties from January 1, 1991, to
April 1, 1993. Further, ACC recorded a gain from the 1995 curtailment
of certain postretirement benefits, charges for Molson-related
legal expenses, and severance expenses for a limited work force
reduction. The net effect of these special items was a pretax charge of
$6.3 million, or $0.10 per share, after tax. Without this net special charge,
ACC would have reported net earnings of $47.3 million, or $1.24 per share.

1995:  For the 53-week fiscal year ended December 31, 1995, ACC
reported net income of $43.2 million, or $1.13 per share. In the fourth
quarter, the Company recorded a gain from the curtailment of certain
postretirement benefits and a severance charge for a limited work force
reduction. The net effect of these special items was a pretax credit of
$15.2 million, or $0.24 per share, after tax. ACC would have reported net 
income of $33.9 million, or $0.89 per share, without this net special credit.

1994:  For the 52-week fiscal year ended December 25, 1994, ACC
reported net income of $58.1 million, or $1.52 per share. During 1994,
the Company recovered some of the costs associated with the Lowry
Landfill Superfund site and wrote down certain distributor assets. The
net effect of these special items was a pretax credit of $13.9 million,
or $0.22 per share, after tax. Without this net special credit, ACC
would have reported net income of $49.7 million, or $1.30 per share.

Trend summary - percentage increase (decrease) for 1996, 1995, and 1994:  
The following table summarizes trends in operating results, excluding 
special items.

                     1996            1995            1994
Volume              (1.3%)          (0.3%)           2.7%
Net sales            3.1%            0.7%            5.1%
Average price        2.1%            1.0%            0.3%
increase
Gross profit         5.2%           (2.6%)          10.1%
Operating           34.0%          (30.8%)          21.1%
income
Advertising          0.5%            0.9%           20.1%
expense
General and         13.5%            2.2%           (9.7%)
administrative


CONSOLIDATED RESULTS OF CONTINUING OPERATIONS - 1996 VS. 1995 AND 1995
VS. 1994 (EXCLUDING SPECIAL ITEMS)

1996 vs. 1995:  Even though unit volume decreased 1.3%, net sales
increased 3.1% in 1996 from 1995. The decrease in unit volume is caused
by a shorter fiscal year in 1996; 1996 consisted of 52 weeks versus 53
weeks in 1995. On a comparable-calendar basis, 1996 sales volume was
essentially unchanged from 1995. Net sales increased in 1996 from 1995
due to price increases; lower price promotion expenses; reduced freight
charges as a result of direct shipments to certain markets; increased
international sales, which generate higher revenue per barrel than
domestic sales; the impact of CBC's interim agreement with Molson; and
the slight reductions in excise taxes with the increase in export
sales. Lower Zima and Artic Ice volumes and greater proportionate
Keystone volumes negatively impacted net sales per barrel in 1996.

Gross profit in 1996 rose 5.2% to $614.4 million from 1995 due to the
3.1% increase in net sales, as discussed above, offset in part by a
2.0% increase in cost of goods sold. Cost of goods sold increased due
to cost increases in paper and glass packaging materials; abandonments
of certain capital projects; cost increases for certain new contract-
brewing arrangements; and cost increases for Japanese operations, which
began in the fourth quarter of 1995. Total gross profit was impacted
positively in 1996 by decreases in brewing material costs; changes in
brand mix (specifically, increases in Coors Light volume offset in part
by decreases in Zima volume and increases in Keystone volume); and
slightly favorable labor costs. Additionally, 1995 gross profit
included the cost of the Zima Gold termination and withdrawal.

Operating income increased 34.0% to $87.4 million in 1996 from 1995
primarily due to the 5.2% increase in gross profit, as discussed
earlier; the 17.1% decrease in research and development expenses;
offset partially by the 13.5% increase in general and administrative
(G&A) expenses. Although marketing expenses were relatively unchanged
from 1995, the focus of such spending was redirected from Zima and
Artic Ice to Original Coors and Coors Light. G&A expenses increased due
to continued investments made in domestic and foreign sales
organizations; incentive compensation increases; increases in officers'
life insurance expenses; increases in costs of operating
distributorships (a distributorship was acquired in 1995); and
increases in administrative costs for certain foreign operations.
Research and development expenses decreased due to the planned
reduction in the number of capital projects in 1996.

Net non-operating expenses in 1996 declined 14.9% from 1995 because of
a 47.5% increase in net miscellaneous income offset in part by a 5.4%
increase in net interest expense. Increased royalties earned on certain
can-decorating technologies caused the increase in miscellaneous
income. Additionally, even though the Company repaid $38 million in
principal on its medium-term notes and incurred no interest charges on
its line of credit (no amounts were borrowed against the line of credit
during 1996), net interest expense increased due to interest incurred
on the private placement Senior Notes and reductions in the amount of
interest capitalized on capital projects.

The Company's effective tax rate increased to 41.8% in 1996 from 41.6%
in 1995 primarily due to changes in cash surrender values of officers'
life insurance. Further, the 1996 effective tax rate exceeded the
statutory rate because of the effects of certain non-deductible
expenses and foreign investments.

Net earnings for 1996 were $47.3 million, or $1.24 per share, compared
to $33.9 million, or $0.89 per share, for 1995, representing a 39.3%
increase in earnings per share.

1995 vs. 1994:  Although total unit volume declined 0.3%, 1995 net
sales increased 0.7% from 1994 because of fourth quarter price
increases in a few high volume states and, to a lesser extent, because
of volume increases in higher-priced international markets. Lower Zima
volumes negatively impacted net sales; Zima volumes declined
approximately 49% in 1995 versus 1994's national rollout volumes.

In 1995, gross profit decreased $15.8 million and also decreased as a
percentage of net sales, down to 34.8% from 36.0% in 1994. This
decrease was primarily due to significant increases in aluminum and
other packaging costs and reduced Zima sales volume, which has a higher
gross profit margin than other brands. Non-recurring costs from the
sale of the power plant equipment and support facilities, the operation
of the RMBC plant, and the write-off of obsolete packaging supplies
also impacted gross profit unfavorably; however, container joint
venture income partially offset these costs (see Note 10 to the
financial statements in Item 8).

From 1994 to 1995, operating income declined 30.8% because of the
decrease in gross profit, as discussed previously; a 2.3% increase in
marketing expenses, including advertising; a 2.2% increase in G&A
expenses; and a 16.0% increase in research and development expenses.
The Company's efforts to strengthen the domestic and international
sales organizations increased marketing expenses. Total advertising
expense was relatively unchanged from 1994; however, the focus was
redirected from Zima, Artic Ice, and Artic Ice Light to Coors Light and
new brand introductions. Labor cost increases and continuing efforts to
develop and execute ACC's performance initiatives caused the increase
in G&A expenses. The increase in the numbers of new products and
packages being considered increased research and development expenses.

Net non-operating expense increased $3.2 million in 1995 compared to
1994. Although ACC paid $44 million in principal on its medium-term
notes, interest expense increased 3.5% in 1995 over 1994 due to the
additional $100 million placement of Senior Notes in the third quarter
of 1995. Further, miscellaneous income decreased 42.8% in 1995 due to
non-recurring gains recognized in 1994 on sales of a distributorship
and certain other investments.

The Company's effective tax rate declined in 1995 to 41.6% from 45.0%
in 1994, primarily due to the effect of a valuation allowance for a tax
loss carryforward and some non-recurring, non-taxable income items in
1995. The 1995 effective tax rate exceeded the statutory rate because
of certain non-deductible expenses.

Net earnings for 1995 were $33.9 million, or $0.89 per share, compared
to $49.7 million, or $1.30 per share, for 1994, representing a 31.5%
decline in earnings per share.

LIQUIDITY AND CAPITAL RESOURCES

The Company's primary sources of liquidity are cash provided by
operating activities and external borrowings. As of December 29, 1996,
ACC had working capital of $124.2 million, and its net cash position
was $110.9 million compared to $32.4 million as of December 31, 1995,
and $27.2 million as of December 25, 1994. The Company believes that
cash flows from operations and short-term borrowings will be sufficient
to meet its ongoing operating requirements; scheduled principal and
interest payments on indebtedness; dividend payments; and anticipated
capital expenditures of approximately $85 million for production equipment, 
information systems, repairs and upkeep, and environmental compliance.

Operating activities:  Net cash provided by operating activities was
$195.1 million for 1996, $90.1 million for 1995, and $186.4 million for
1994. The increase in cash flows provided by operating activities in
1996 compared to 1995 was primarily attributable to decreases in
inventories; moderate decreases (relative to significant decreases in
1995) in accounts payable and accrued expenses and other liabilities;
and decreases in accounts and notes receivable. The decrease in
inventories primarily resulted from a higher proportion of shipments
directly to distributors rather than shipments through its satellite
redistribution centers. The moderate decreases in accounts payable and
accrued expenses and other liabilities relative to 1995 reflects the
significant payment of obligations to various suppliers, including
advertising agencies, in 1995. Accounts and notes receivable declined
because sales were lower during the last 12 to 16 days of 1996 than during 
the same period of 1995. CBC's credit terms are generally 12 to 16 days.

The 1995 decrease in cash flows from operations was primarily due to
lower net income, significantly lower accounts payable and other
liabilities, and increases in accounts and notes receivable and other
assets. The reduction in accounts payable reflects the payment of
obligations to various suppliers, including advertising agencies. Some
of these amounts were particularly high at the end of 1994 due to new
or markedly different supplier relationships, such as the new container
joint venture between CBC and ANC. Other liabilities declined in 1995
primarily due to the payment of obligations for the Lowry site and 1993
restructuring accruals. Accounts and notes receivable increased in 1995
because of an increase in international credit sales, which was
partially offset by decreased receivables from the container joint
venture. Other assets increased primarily due to increased investments
and equity in the container joint ventures.

Investing activities:  During 1996, ACC spent $56.9 million on
investing activities compared to $116.2 million in 1995 and $174.7
million in 1994. Capital expenditures decreased to $64.8 million in
1996 from $145.8 million in 1995 and $160.3 million in 1994. In 1996,
capital expenditures focused on information systems and expansion of
packaging capacity, while 1995 expenditures focused on upgrades and
expansion of Golden-based facilities - particularly bottling capacity.
In 1994, capital expenditures focused on expansion of facilities
(primarily bottling capacity) and the purchase of a brewery in
Zaragoza, Spain. Proceeds from property sales were $8.1 million in
1996, compared to $44.4 million in 1995 and $4.4 million in 1994. The
Company primarily sold distribution rights in 1996. Proceeds from
property sales in 1995 were unusually high because of the sale of the
power plant equipment and support facilities for $22.0 million and
certain bottleline machinery and equipment, under a sale-leaseback
transaction, for $17.0 million. Intangible assets and other items
declined $0.2 million in 1996 compared to increases of $14.8 million in
1995 and $18.7 million in 1994. Purchases of distributorships increased
intangible assets in 1995 and 1994.

Financing activities:  ACC spent $59.3 million on financing activities
during 1996 due primarily to principal payments on its medium-term
notes of $38.0 million, purchases of Class B common stock for $3.0
million, and dividend payments of $19.0 million.

During 1995, the Company generated $31.0 million of cash from financing
activities due to the receipt of $100 million from a private placement
of Senior Notes, which was offset by principal payments on medium-term
notes of $44 million, purchases of Class B common shares of $9.9
million, and dividend payments of $19.1 million.

ACC spent $67.0 million on financing activities in 1994. These
activities included principal repayments on medium-term notes of $50
million and dividend payments of $19.1 million.

Debt obligations:  As of December 29, 1996, ACC had $88 million
outstanding in medium-term notes. With cash on hand, the Company repaid
principal of $38 million on these notes in 1996. Principal payments of
$44 million in 1995 and $50 million in 1994 were funded by a combination 
of cash on hand and borrowings. Fixed interest rates on these notes range 
from 8.63% to 9.05%. Aggregate annual maturities on outstanding notes 
are $17 million in 1997, $31 million in 1998, and $40 million in 1999.

In the third quarter of 1995, ACC completed a $100 million private placement
of Senior Notes at fixed interest rates ranging from 6.76% to 6.95% per 
annum. The repayment schedule is $80 million in 2002 and $20 million in 2005.
The proceeds from this borrowing were used primarily to reduce debt under the
revolving line of credit and to repay principal on the medium-term notes.

The Company's debt-to-total capitalization ratio was 21.2% at the end
of 1996, 24.9% at the end of 1995, and 20.6% at the end of 1994.

Revolving line of credit:  In addition to the medium-term notes and the
private placement Senior Notes, the Company has an unsecured, committed
revolving line of credit totaling $144 million. From time to time, this
line of credit is used for working capital requirements and general
corporate purposes. As of December 29, 1996, the full $144 million was
available. For 1996, ACC met the two financial covenants under this
line of credit:  a minimum tangible net worth requirement and a debt-to-
total capitalization requirement.

Hedging activities:  As of December 29, 1996, hedging activities
consisted exclusively of hard currency forward contracts to directly
offset hard currency exposures. These irrevocable contracts eliminated
the risk to financial position and results of operations of changes in
the underlying foreign exchange rate. Any variation in the exchange
rate accruing to the contract would be directly offset by an equal
change in the related obligation. Therefore, after execution of the
contract, variations in exchange rates would not impact the Company's
financial statements. ACC's hedging activities and hard currency
exposures are minimal. The Company does not enter into derivative
financial instruments for speculation or trading purposes.

Stock repurchase plan:  On December 20, 1996, the board of directors
authorized the repurchase of up to $40 million of ACC's outstanding
Class B common stock during 1997. Repurchases will be financed by funds 
generated from operations or short-term borrowings.

OUTLOOK 1997

Following industry pricing trends, CBC raised prices in the first
quarter of 1997 in the majority of its U.S. markets. The increases in
1997 were smaller than those achieved in 1996. Additionally, several
key markets, most notably Texas, did not absorb a 1997 price increase.
CBC continues to be pressured by the industry pricing environment; 1997
price increases are expected to be smaller than those in 1996. There is also 
uncertainty as to the degree to which these increases may be eroded by 
price discounting and the degree to which these increases may impact volume.

International income is expected to be up in 1997 primarily due to the
Company's Canadian business. The Company's interim agreement with Molson,
which expires no earlier than July 1, 1997, provides for greater
earnings to the Company than royalties recognized under the terminated
licensing agreement with Molson. Management continues to work on CBC's
options for future business in Canada.

For fiscal 1997, raw material costs are expected to be up slightly. 
CBC continues to pursue improvements in its operations and technology
functions to deliver cost reductions over time.

Total net interest expense is expected to be lower in 1997 resulting
from CBC's more favorable cash position and its lower outstanding debt
relative to its 1996 financial position. Additional outstanding common
stock may be repurchased in 1997 as approved by the ACC board of
directors in December 1996.

Overall, sales, marketing, and G&A expenses are likely to be up
slightly in 1997. Management continues to monitor CBC's market
opportunities and invest behind its brands and its sales efforts
accordingly. Incremental sales and marketing spending will be
determined on an opportunity-by-opportunity basis.

The effective tax rate for 1997 is not expected to deviate materially
from the 1996 rate.

In 1997, CBC has planned capital expenditures (including contributions
to its container joint ventures for capital improvements) of approximately 
$85 million. In addition to CBC's 1997 capital expenditures, incremental 
strategic investments will be considered on a case-by-case basis.

Cautionary Statement Pursuant to Safe Harbor Provisions of the Private
Securities Litigation Reform Act of 1995

This report contains "forward-looking statements" within the meaning of
the federal securities laws. These forward-looking statements include,
among others, statements concerning the Company's outlook for 1997;
overall and brand-specific volume trends; pricing trends and industry
forces; cost reduction strategies and their results; targeted goals for
return on invested capital; the Company's expectations for funding its
1997 capital expenditures and operations; and other statements of
expectations, beliefs, future plans and strategies, anticipated events
or trends, and similar expressions concerning matters that are not
historical facts. These forward-looking statements are subject to risks
and uncertainties that could cause actual results to differ materially
from those expressed in or implied by the statements.

To improve its financial performance, the Company must grow premium
beverage volume, achieve modest price increases for its products, and
reduce its overall cost structure. The most important factors that
could influence the achievement of these goals - and cause actual
results to differ materially from those expressed in the forward-
looking statements - include, but are not limited to, the following:

- - the inability of the Company and its distributors to develop and
  execute effective marketing and sales strategies for Coors products;

- - the Company's inability to develop its Canadian business more
  profitably than under previous arrangements;

- - the potential erosion of recent price increases through discounting
  or a higher proportion of sales in multi-packs;

- - a potential shift in consumer preferences toward lower-priced
  products in response to price increases;

- - a potential shift in consumer preferences away from the premium light
  beer category including Coors Light;

- - the intensely competitive, slow-growth nature of the beer industry;

- - demographic trends and social attitudes that can reduce beer sales;

- - the continued growth in the popularity of microbrews and other
  specialty beers;

- - increases in the cost of aluminum, paper packaging, and other raw materials;

- - the Company's inability to reduce manufacturing, freight, and
  overhead costs to more competitive levels;

- - changes in significant government regulations affecting environmental
  compliance, income taxes, and advertising or other marketing efforts
  for the Company's products;

- - increases in federal or state beer excise taxes;

- - increases in rail transportation rates or interruptions of rail service;

- - potential impact of industry consolidation; and

- - risks associated with investments and operations in foreign
  countries, including those related to foreign regulatory
  requirements; exchange rate fluctuations; and local
  political, social, and economic factors.

These and other risks and uncertainties affecting the Company are
discussed in greater detail in this report and in the Company's other
filings with the Securities and Exchange Commission.

ENVIRONMENTAL

The Company was one of numerous parties named by the Environmental
Protection Agency (EPA) as a "potentially responsible party" (PRP) for
the Lowry site, a legally permitted landfill owned by the City and
County of Denver. In 1990, the Company recorded a special pretax charge
of $30 million for potential cleanup costs of the site.

The City and County of Denver; Waste Management of Colorado, Inc.; and
Chemical Waste Management, Inc. brought litigation in 1991 in U.S.
District Court against the Company and 37 other PRPs to determine the
allocation of costs of Lowry site remediation. In 1993, the Court
approved a settlement agreement between the Company and the plaintiffs,
resolving the Company's liabilities for the site. The Company agreed to
initial payments based on an assumed present value of $120 million in
total site remediation costs. Further, the Company agreed to pay a
specified share of costs if total remediation costs exceeded this
amount. The Company remitted its agreed share, based on the $120
million assumption, to a trust for payment of site remediation,
operating, and maintenance costs.

The City and County of Denver; Waste Management of Colorado, Inc.; and
Chemical Waste Management, Inc. are expected to implement site
remediation. The EPA's projected costs to meet the announced
remediation objectives and requirements are below the $120 million
assumption used for ACC's settlement. The Company has no reason to
believe that total remediation costs will result in additional
liability to the Company.

In 1991, the Company filed suit against certain of its former and current 
insurance carriers, seeking recovery of past defense costs and investigation, 
study, and remediation costs. Settlements were reached during 1993 and 1994 
with all defendants, and, as a result, the Company recognized a special 
pretax credit of $18.9 million in the fourth quarter of 1994.

From time to time, ACC also is notified that it is or may be a PRP
under the Comprehensive Environmental Response, Compensation and
Liability Act (CERCLA) or similar state laws for the cleanup of other
sites where hazardous substances have allegedly been released into the
environment. The Company cannot predict with certainty the total costs
of cleanup, its share of the total cost or the extent to which
contributions will be available from other parties, the amount of time
necessary to complete the cleanups, or insurance coverage. However,
based on investigations to date, the Company believes that any
liability would be immaterial to its financial position and results of
operations for these sites. There can be no certainty, however, that
the Company will not be named as a PRP at additional CERCLA sites in
the future, or that the costs associated with those additional sites
will not be material.

While it is impossible to predict the Company's eventual aggregate cost
for environmental and related matters, management believes that any
payments, if required, for these matters would be made over a period of
time in amounts that would not be material in any one year to the
Company's results of operations or its financial or competitive position. 
The Company believes adequate disclosures have been provided for losses 
that are reasonably possible. Further, as the Company continues to focus 
on resource conservation, waste reduction, and pollution prevention, it 
believes that potential future liabilities will be reduced.

ITEM 8. Financial Statements and Supplementary Data

     Index to Financial Statements                                    Page(s)

     Consolidated Financial Statements:

          Report of Independent Accountants                             27

          Consolidated Statements of Income for each of
            the three years in the period ended December 29, 1996       28

          Consolidated Balance Sheets at December 29, 1996
            and December 31, 1995                                       29-30

          Consolidated Statements of Cash Flows for each of
            the three years in the period ended December 29, 1996       31

          Consolidated Statements of Shareholders' Equity
            for each of the three years in the period ended
            December 29, 1996                                           32

          Notes to Consolidated Financial Statements                    33-51

                   Report of Independent Accountants



To the Board of Directors and Shareholders of Adolph Coors Company:


In our opinion, the accompanying consolidated balance sheets and
related consolidated statements of income, shareholders' equity and
cash flows present fairly, in all material respects, the financial
position of Adolph Coors Company and its subsidiaries at December 29,
1996, and December 31, 1995, and the results of their operations and
their cash flows for each of the three years in the period ended
December 29, 1996, in conformity with generally accepted accounting
principles. These financial statements are the responsibility of the
Company's management; our responsibility is to express an opinion on
these financial statements based on our audits. We conducted our audits
of these statements in accordance with generally accepted auditing
standards which require that we plan and perform the audit to obtain
reasonable assurance about whether the financial statements are free of
material misstatement. An audit includes examining, on a test basis,
evidence supporting the amounts and disclosures in the financial
statements, assessing the accounting principles used and significant
estimates made by management, and evaluating the overall financial
statement presentation. We believe that our audits provide a reasonable
basis for the opinion expressed above.







PRICE WATERHOUSE LLP

Denver, Colorado
February 18, 1997
                 ADOLPH COORS COMPANY AND SUBSIDIARIES
                   CONSOLIDATED STATEMENTS OF INCOME

                                                   For the years ended
                                   December 29,   December 31,    December 25,
                                          1996           1995            1994
                                      (In thousands, except per share data)

Sales - domestic and international  $2,111,544     $2,064,802      $2,044,867
Less beer excise taxes                 379,311        385,216         377,659
Net sales                            1,732,233      1,679,586       1,667,208

Costs and expenses:
  Cost of goods sold                 1,117,866      1,095,520      1,067,326
  Marketing, general 
    and administrative                 514,246        503,503        492,403
  Research and project development      12,761         15,385         13,265
  Special charges (credits) (Note 9)     6,341        (15,200)       (13,949)
     Total                           1,651,214      1,599,208      1,559,045

Operating income                        81,019         80,378        108,163

Other income (expense):
  Interest income                        2,821          1,345          1,546
  Interest expense                     (13,907)       (11,863)       (11,461)
  Miscellaneous - net                    5,042          3,418          5,972
     Total                              (6,044)        (7,100)        (3,943)

Income before income taxes              74,975         73,278        104,220

Income tax expense (Note 5)             31,550         30,100         46,100

Net income                          $   43,425     $   43,178     $   58,120


Net income per common share         $     1.14     $     1.13     $     1.52

Weighted average number of outstanding
   common shares                        37,991         38,170         38,283


See notes to consolidated financial statements.

                 ADOLPH COORS COMPANY AND SUBSIDIARIES
                      CONSOLIDATED BALANCE SHEETS


                                                  December 29,    December 31,
                                                         1996            1995
                                                         (In thousands)
Assets

Current assets:
  Cash and cash equivalents                        $  110,905        $ 32,386
  Accounts and notes receivable:
    Trade, less allowance for doubtful accounts
      of $275 in 1996 and $30 in 1995                  86,421          89,579
    Affiliates                                         14,086          16,329  
    Other                                              13,836          10,847

  Inventories:
    Finished                                           43,477          58,486
    In process                                         23,157          28,787
    Raw materials                                      40,737          37,298
    Packaging materials, less allowance for
      obsolete inventories of $1,046 in 1996
      and $1,000 in 1995                               13,699          14,854
                                                      121,070         139,425

  Other supplies, less allowance for obsolete
    supplies of $2,273 in 1996 and $1,942 in 1995      36,103          39,364
  Prepaid expenses and other assets                    24,794          13,634
  Deferred tax asset (Note 5)                           9,427          18,629
      Total current assets                            416,642         360,193

Properties, at cost less accumulated
  depreciation, depletion, and amortization
  of $1,313,709 in 1996 and $1,219,473
  in 1995 (Note 2)                                    814,102         887,409

Excess of cost over net assets of businesses
  acquired, less accumulated amortization
  of $4,778 in 1996 and $4,097 in 1995                 21,374          26,470

Other assets (Note 10)                                110,418         110,458

Total assets                                       $1,362,536      $1,384,530


                                                   December 29,   December 31,
                                                          1996           1995
Liabilities and Shareholders' Equity                        (In thousands)

Current liabilities:
  Current portion of long-term debt (Note 4)        $   17,000     $   36,000
  Accounts payable:
    Trade                                              110,696        118,207
    Affiliates                                          12,424         14,142
  Accrued salaries and vacations                        39,482         37,178
  Taxes, other than income taxes                        30,976         39,788
  Federal and state income taxes (Note 5)                8,983          9,091
  Accrued expenses and other liabilities                72,887         69,257
    Total current liabilities                          292,448        323,663

Long-term debt (Note 4)                                176,000        195,000

Deferred tax liability (Note 5)                         76,083         67,589

Postretirement benefits (Note 8)                        69,773         69,827

Other long-term liabilities                             32,745         33,435

      Total liabilities                                647,049        689,514

Commitments and contingencies
  (Notes 3, 4, 5, 6, 7, 8, 10, and 12)

Shareholders' equity (Notes 6 and 11):
  Capital stock:
      Preferred stock, non-voting, $1 par value
      (authorized: 25,000,000 shares; issued: none)         --             --
      Class A common stock, voting, $1
      par value, (authorized and issued:
      1,260,000 shares)                                  1,260          1,260
      Class B common stock, non-voting,
      no par value, $0.24 stated value
      (authorized: 100,000,000 shares;
      issued: 36,662,404 in 1996 and
      36,736,512 in 1995)                                8,729          8,747
         Total capital stock                             9,989         10,007

  Paid-in capital                                       31,436         33,719
  Retained earnings                                    671,972        647,530
  Foreign currency translation adjustment                2,090          3,760

      Total shareholders' equity                       715,487        695,016


Total liabilities and shareholders' equity          $1,362,536     $1,384,530


See notes to consolidated financial statements.
                 ADOLPH COORS COMPANY AND SUBSIDIARIES
                 CONSOLIDATED STATEMENTS OF CASH FLOWS

                                                      For the years ended     
                                     December 29,    December 31,  December 25,
                                            1996            1995          1994 
                                                       (In thousands)
Cash flows from operating activities:
  Net income                          $   43,425      $   43,178   $    58,120
  Adjustments to reconcile net income
    to net cash provided by operating
    activities:
    Depreciation, depletion, and
     amortization                        121,121         122,830       120,793
    Deferred income taxes                 17,696           3,610        20,071
    Loss on sale or abandonment of
      properties and intangibles          12,535           1,274           808
    Change in operating assets and
     liabilities:
       Accounts and notes receivable       2,232          (9,952)      (30,264)
       Inventories                        18,076           2,135         5,627
       Other assets                       (8,086)        (16,659)       (5,899)
       Accounts payable                   (8,175)        (32,180)       43,054
       Accrued expenses and other
        liabilities                       (3,712)        (24,139)      (25,884)
         Net cash provided by
           operating activities          195,112          90,097       186,426

Cash flows from investing activities:
  Additions to properties                (64,799)       (145,797)     (160,314)
  Proceeds from sale of properties
    and intangibles                        8,098          44,448         4,382
  Additions to intangible assets            (313)        (11,802)      (16,876)
  Other                                      102          (3,021)       (1,863)
         Net cash used in investing
           activities                    (56,912)       (116,172)     (174,671)

Cash flows from financing activities:
  Proceeds from long-term debt                --         100,000            --
  Principal payment of long-term debt    (38,000)        (44,000)      (50,000)
  Issuance of stock under stock plans        649           4,117         2,102
  Purchase of stock                       (2,950)         (9,936)           --
  Dividends paid                         (18,983)        (19,066)      (19,146)
  Other                                       --            (116)           24
         Net cash (used in) provided 
           by financing activities       (59,284)         30,999       (67,020)

Cash and cash equivalents:
  Net increase (decrease) in cash
    and cash equivalents                  78,916           4,924       (55,265)
  Effect of exchange rate changes on
    cash and cash equivalents               (397)            294           222
  Balance at beginning of year            32,386          27,168        82,211

  Balance at end of year              $  110,905      $   32,386   $    27,168

See notes to consolidated financial statements.
                                   
                 ADOLPH COORS COMPANY AND SUBSIDIARIES
            CONSOLIDATED STATEMENTS OF SHAREHOLDERS' EQUITY

                                                              Foreign
                            Common stock                      currency
                               issued      Paid-in  Retained translation
                           Class A Class B capital  earnings adjustment  Total
                                     (In thousands, except per share data)

Balances, December 26, 1993 $ 1,260 $ 8,795  $37,388  $584,444   $40  $631,927
Shares issued under stock
  plans                                  30    2,072                     2,102
Other                                                          1,198     1,198
Net income                                              58,120          58,120
Cash dividends-$0.50 per share                         (19,146)        (19,146)
Balances, December 25, 1994   1,260   8,825   39,460   623,418 1,238   674,201
Shares issued under stock
  plans                                  59    4,058                     4,117
Purchase of stock                      (137)  (9,799)                   (9,936)
Other                                                          2,522     2,522
Net income                                              43,178          43,178
Cash dividends-$0.50 per share                         (19,066)        (19,066)
Balances, December 31, 1995   1,260   8,747   33,719   647,530 3,760   695,016
Shares issued under stock
  plans                                  16      633                       649
Purchase of stock                       (34)  (2,916)                   (2,950)
Other                                                         (1,670)   (1,670)
Net income                                              43,425          43,425
Cash dividends-$0.50 per share                         (18,983)        (18,983)
Balances, December 29, 1996 $ 1,260 $ 8,729  $31,436  $671,972$2,090  $715,487


See notes to consolidated financial statements.

              ADOLPH COORS COMPANY AND SUBSIDIARIES
           NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
    
NOTE 1:
    
Summary of Significant Accounting Policies

Principles of consolidation: The consolidated financial
statements include the accounts of Adolph Coors Company (ACC),
its principal subsidiary, Coors Brewing Company (CBC), and the
majority-owned and controlled domestic and foreign subsidiaries
of both ACC and CBC (collectively referred to as "the Company").
All significant intercompany accounts and transactions have been
eliminated. The equity method of accounting is used for the
Company's 50% or less owned affiliates over which the Company has
the ability to exercise significant influence (see Note 10). The
Company has other investments which are accounted for at cost.

Nature of operations: The Company is a multinational brewer and
marketer of beer and other malt-based beverages. The vast
majority of the Company's volume is sold in the United States to
independent wholesalers. The Company's international volume is
produced, marketed, and distributed under varying business arrangements 
including export, direct investment, joint ventures, and licensing.

Fiscal year: The fiscal year of the Company is a 52- or 53-week
period ending on the last Sunday in December. Fiscal years for
the financial statements included herein ended December 29, 1996,
a 52-week period; December 31, 1995, a 53-week period; and
December 25, 1994, a 52-week period.

Concentration of credit risk: The majority of the accounts
receivable balances are from malt beverage distributors. The
Company secures substantially all of this credit risk with
purchase money security interests in inventory and proceeds,
personal guarantees, and/or letters of credit.

Inventories: Inventories are stated at the lower of cost or
market. Cost is determined by the last-in, first-out (LIFO)
method for substantially all inventories.

Current cost, as determined principally on the first-in, first-
out method, exceeded LIFO cost by $43.1 million and $42.2 million
at December 29, 1996, and December 31, 1995, respectively. During
1996 and 1995, total inventory costs and quantities were reduced
resulting in LIFO liquidations, the effects of which were not material.

Properties: Land, buildings, and equipment are stated at cost.
Depreciation is provided principally on the straight-line method
over the following estimated useful lives: buildings and
improvements, 10 to 45 years; and machinery and equipment, 3 to
20 years. Accelerated depreciation methods are generally used for
income tax purposes. Expenditures for new facilities and
improvements that substantially extend the capacity or useful
life of an asset are capitalized. Start-up costs associated with
manufacturing facilities, but not related to construction, are expensed 
as incurred. Ordinary repairs and maintenance are expensed as incurred.

The Company continually evaluates its assets to assess their
recoverability from future operations using undiscounted cash
flows. Impairment would be recognized in operations if permanent
diminution in value occurs.

Hedging transactions: The Company periodically enters into short-
term forward, future, and option contracts for foreign currency
and commodities to hedge its exposure to exchange rates and price
fluctuations for raw materials and fixed assets used in the
production of beer. The gains and losses on these contracts are
deferred and recognized in cost of sales as part of the product cost.

As of December 29, 1996, hedging activities consisted exclusively
of hard currency forward contracts to directly offset hard
currency exposures. These irrevocable contracts eliminated the
risk to financial position and results of operations of changes
in the underlying foreign exchange rate. Any variation in the
exchange rate accruing to the contract would be directly offset
by an equal change in the related obligation. Therefore, after
the execution of the contract, variations in exchange rates would
not impact the Company's financial statements. The Company's
hedging activities and hard currency exposures are minimal. The
Company does not enter into derivative financial instruments for
speculation or trading purposes.

Excess of cost over net assets of businesses acquired: The excess
of cost over the net assets of businesses acquired in
transactions accounted for as purchases is being amortized on a
straight-line basis, generally over a 40-year period.

Advertising: Advertising costs, included in marketing, general
and administrative, are expensed when the advertising first takes
place. Advertising expense was $331.9 million, $330.4 million,
and $327.6 million for years 1996, 1995, and 1994, respectively.
The Company had $10.9 million and $8.9 million of prepaid
advertising production costs reported as assets at December 29,
1996, and December 31, 1995, respectively.

Environmental expenditures: Environmental expenditures that
relate to current operations are expensed or capitalized, as
appropriate. Expenditures that relate to an existing condition
caused by past operations, which do not contribute to current or
future revenue generation, are expensed. Liabilities are recorded
when environmental assessments and/or remedial efforts are
probable and the costs can be estimated reasonably.

Net income per common share: Net income per common share is based on the 
weighted average number of shares of common stock outstanding during each year.

Statement of Cash Flows: The Company defines cash equivalents as
highly liquid investments with original maturities of 90 days or
less. The fair value of these investments approximate their
carrying value. The Company's 1995 investment in the Rocky
Mountain Bottle Company was a $16.2 million non-cash transaction
that is not reflected as an investing activity in the Statement
of Cash Flows. Income taxes paid were $13.2 million in 1996,
$15.8 million in 1995, and $31.0 million in 1994.

Use of estimates: The preparation of financial statements in
conformity with generally accepted accounting principles requires
management to make estimates and assumptions that affect the
amounts reported in the financial statements and accompanying
notes. Actual results could differ from those estimates.

Reclassifications: Certain reclassifications have been made to the 1995 
and 1994 financial statements to conform with the 1996 presentation.

NOTE 2:

Properties

The cost of properties and related accumulated depreciation,
depletion, and amortization consists of the following:
                                                 As of
                                 December 29,          December 31,
                                        1996                  1995
                                          (In thousands)

Land and improvements             $   98,666            $   98,404

Buildings                            477,184               470,677

Machinery and equipment            1,511,665             1,436,254

Natural resource properties           10,423                10,954

Construction in progress              29,873                90,593
                                   2,127,811             2,106,882
Less accumulated depreciation,
 depletion, and amortization       1,313,709             1,219,473

Net properties                    $  814,102            $  887,409


At December 29, 1996 and December 31, 1995, properties included
$21.5 million and $7.5 million in unamortized internally-
developed and purchased software costs, respectively. Amortization 
expense related to this software totaled $5.0 million, $2.2 million, 
and $1.1 million for 1996, 1995, and 1994, respectively.

Interest capitalized, expensed, and paid was as follows:

                                   For the years ended
                        December 29,   December 31,   December 25,
                               1996           1995           1994
                                      (In thousands)

Interest costs              $17,057        $18,433        $17,761

Interest capitalized         (3,150)        (6,570)        (6,300)

Interest expensed           $13,907        $11,863        $11,461

Interest paid               $17,711        $16,613        $21,169


NOTE 3:

Leases

The Company leases certain office facilities and operating
equipment under cancelable and non-cancelable agreements
accounted for as operating leases. At December 29, 1996, the
minimum aggregate rental commitment under all non-cancelable
leases was (in thousands):  1997, $9,684; 1998, $5,290; 1999,
$3,242; 2000, $1,906; and $13,734 for years thereafter. Total
rent expense was (in thousands) $11,680, $10,376, and $11,231 for
years 1996, 1995, and 1994, respectively.

NOTE 4:

Debt

Long-term debt consists of the following:

                                                 As of
                             December 29, 1996          December 31, 1995
                             Carrying      Fair         Carrying     Fair
                              value        value         value      value
                                             (In thousands)

Medium-term notes           $ 88,000    $ 94,000       $126,000  $134,000
Senior notes                 100,000     101,000        100,000   106,000
Industrial development bonds   5,000       5,000          5,000     4,000

Total                        193,000     200,000        231,000   244,000

Less current portion          17,000      17,000         36,000    37,000
                            $176,000    $183,000       $195,000  $207,000


Fair values were determined using discounted cash flows at
current interest rates for similar borrowings.

As of December 29, 1996, the Company had outstanding $88 million
of unsecured medium-term notes. Interest is due semiannually in
April and October at fixed interest rates ranging from 8.63% to
9.05% per annum. Aggregate annual maturities for the notes issued
are $17 million in 1997, $31 million in 1998, and $40 million in 1999.

On July 14, 1995, the Company completed a $100 million private
placement of unsecured Senior Notes at fixed interest rates
ranging from 6.76% to 6.95% per annum. Interest on the notes is
due semiannually in January and July. The Notes are payable as
follows:  $80 million in 2002 and $20 million in 2005.

The Company is obligated to pay the principal, interest, and
premium, if any, on the $5 million, City of Wheat Ridge, Colorado
Industrial Development Bonds (Adolph Coors Company Project)
Series 1993. The bonds mature in 2013 and are secured by a letter
of credit. They are currently variable rate securities with
interest payable on the first of March, June, September, and
December. The interest rate on December 29, 1996 was 4.3%.

The Company has an unsecured, committed credit arrangement
totaling $144 million and as of December 29, 1996, had all $144
million available. This line of credit has a three-year term
through December 12, 1998. Fees paid under this line of credit
include a facilities fee on the total amount of the committed
credit and a commitment fee, which is based on the undrawn
portion of the line of credit. The only restriction for withdrawal is 
that the Company meet specific covenant criteria. The Company was in 
compliance with the covenants for all years presented. As of 
December 29, 1996, the Company also had approximately $100 million 
of uncommitted credit arrangements available, of which none was 
outstanding. The Company pays no commitment fees for these uncommitted 
arrangements, which are on a funds-available basis. Interest rates are 
negotiated at the time of borrowing.

NOTE 5:

Income Taxes

Income tax expense includes the following current and deferred provisions:

                                          For the years ended                
                               December 29,   December 31,   December 25,
                                      1996           1995           1994
                                             (In thousands)
Current:
  Federal                        $   8,878      $  24,275      $  19,875
  State and foreign                  4,976          2,215          6,154

Total current tax expense           13,854         26,490         26,029

Deferred:
  Federal                           12,154          6,062         16,804
  State and foreign                  5,542         (2,452)         3,267

Total deferred tax expense          17,696          3,610         20,071

Total income tax expense         $  31,550      $  30,100      $  46,100


The Company's income tax expense varies from the amount expected by 
applying the statutory federal corporate tax rate to income as follows:

                                           For the years ended
                                 December 29,   December 31    December 25,
                                        1996           1995           1994

Expected tax rate                      35.0%          35.0%          35.0%
State income taxes, net of
  federal benefit                       4.3            4.7            5.1
Revaluation of deferred
  income tax liability                   --             --            0.8
Effect of foreign investments           1.6             .6           (0.2)
Non-deductible expenses and losses      1.9             .8            1.3
Other, net                             (0.8)            --            2.2
  Effective tax rate                   42.0%          41.1%          44.2%

The Company's deferred taxes are composed of the following:

                                                         As of
                                             December 29,   December 31,
                                                    1996           1995 
Current deferred tax assets:                       (In thousands)
  Deferred compensation and other
    employee related                            $ 11,865       $ 11,491
  Change in balance sheet reserves
    and accruals                                   9,051          8,216
  Other                                            2,054          1,583
    Total current deferred tax assets             22,970         21,290

Current deferred tax liabilities:
  Change in balance sheet reserves
    and accruals                                   4,545          2,398
  Other                                            8,998            263
    Total current deferred tax liabilities        13,543          2,661

      Net current deferred tax assets           $  9,427       $ 18,629

Non-current deferred tax assets:
  Book in excess of tax depreciation
    and amortization                            $  7,895       $  7,848
  Loss on sale or write-down of assets             6,297          4,851
  Deferred compensation and other
    employee related                               7,077          7,066
  Change in balance sheet reserves
    and accruals                                   9,006          8,851
  Other employee postretirement
    benefits                                      27,724         29,239
  Environmental accruals                           2,308          2,327
  Deferred foreign losses                             --          4,779
  Other                                            3,403          2,841
    Total non-current deferred tax assets         63,710         67,802

Non-current deferred tax liabilities:
  Tax in excess of book
    depreciation and amortization                132,339        130,091
  Capitalized interest                             5,708          3,002
  Other                                            1,746          2,298
    Total non-current deferred tax liabilities   139,793        135,391

      Net non-current deferred tax liabilities  $ 76,083       $ 67,589

The Internal Revenue Service currently is examining the federal
income tax returns for fiscal years 1991 through 1995. In the
opinion of management, adequate accruals have been provided for
all income tax matters and related interest.

The Company and ACX are parties to a tax sharing agreement that
provides for, among other things, the treatment of tax matters
for periods prior to the distribution of ACX stock and the
assignment of responsibility for adjustments as a result of
audits by taxing authorities and is designed to preserve the
status of the distribution as tax-free (see Note 12).

NOTE 6:

Stock Option, Restricted Stock Award, and Employee Award Plans

At December 29, 1996, the Company has four stock-based
compensation plans, which are described in greater detail below.
The Company applies APB Opinion No. 25 and related
interpretations in accounting for its plans. Accordingly, no
compensation cost has been recognized for the stock option
portion of the plans. Had compensation cost been determined for
the Company's stock option portion of the plans based on the fair
value at the grant dates for awards under those plans consistent
with the alternative method set forth under FASB Statement No.
123, the Company's net income and earnings per share would have
been reduced to the pro forma amounts indicated below:

                                                      1996         1995
                                                   (In thousands, except
                                                      per share data)
Net income                        As reported       $ 43,425   $ 43,178
                                  Pro forma         $ 42,793   $ 41,799

Net income per common share       As reported       $   1.14   $   1.13
                                  Pro forma         $   1.13   $   1.10

The weighted-average fair value of options
granted under the 1990 Equity Incentive Plan
during the year is:                                 $   7.21   $   6.21

The fair value of each option grant is estimated on the date of
grant using the Black-Scholes option-pricing model with the
following weighted-average assumptions used for grants in 1996
and 1995, respectively:  dividend yield of 2.535% and 2.78%;
expected volatility of 26.7% for both years, risk-free interest
rates of 5.74% and 7.93% for the 1990 Plan options, and expected
lives of 10 and nine years for the 1990 Plan options.

1983 Plan:  The 1983 non-qualified Adolph Coors Company Stock
Option Plan, as amended, (the 1983 Plan) provides for options to
be granted at the discretion of the board of directors. These
options expire 10 years from date of grant. No options have been
granted under this plan since 1989. At this time, the board of
directors has decided not to grant additional options under this plan.

A summary of the status of the Company's 1983 Plan as of December
29, 1996, December 31, 1995, and December 25, 1994, and changes
during the years ending on those dates is presented below:
                                                          Options exercisable
                                                              at year end
                                              Weighted-             Weighted-
                                               average               average
                                              exercise              exercise
                                     Shares     price      Shares     price
Outstanding at December 26, 1993    538,568      $15.84
  Exercised                         109,630       15.21
  Forfeited                          17,837       18.06
Outstanding at December 25, 1994    411,101       15.92   411,101    $15.92
  Exercised                         228,636       15.24
  Forfeited                          13,811       18.02
Outstanding at December 31, 1995    168,654       16.66   168,654     16.66
  Exercised                         100,231       16.54
  Forfeited                          18,908       21.97
Outstanding at December 29, 1996     49,515       14.85    49,515     14.85

Common stock reserved for options under the 1983 Plan as of
December 29, 1996, December 31, 1995, and December 25, 1994 was
712,998 shares, 694,090 shares, and 680,279 shares, respectively.

1990 Plan: The 1990 Equity Incentive Plan (1990 EI Plan) that
became effective January 1, 1990, as amended, provides for two
types of grants: stock options and restricted stock awards. The
stock options have a term of 10 years with exercise prices equal
to fair market value on the day of the grant. Prior to 1994, one-
third of the stock option grant was vested in each of the three
successive years after the date of grant. Effective January 1,
1994, stock options vest at 10% for each $1 increase in fair
market value of ACC stock from date of grant, with a one-year
holding period, or vest 100% after nine years. Once a portion has
vested, it is not forfeited even if the fair market value drops.

A summary of the status of the Company's 1990 EI Plan as of
December 29, 1996, December 31, 1995, and December 25, 1994, and
changes during the years ending on those dates is presented below:

                                                          Options exercisable
                                                              at year end
                                              Weighted-             Weighted-
                                               average               average
                                              exercise              exercise
                                     Shares     price      Shares     price
Outstanding at December 26, 1993    309,698      $15.57
  Granted                           530,693       16.25
  Exercised                          17,288       15.08
  Forfeited                          47,855       16.07
Outstanding at December 25, 1994    775,248       16.02   232,635     $15.44
  Granted                           600,561       16.75
  Exercised                          25,190       14.98
  Forfeited                          64,567       16.57
Outstanding at December 31, 1995  1,286,052       16.35   512,708      15.95
  Granted                           614,674       21.27
  Exercised                         107,327       16.26
  Forfeited                          70,035       18.84
Outstanding at December 29, 1996  1,723,364       18.01   846,273      16.30

Common stock reserved for options under the 1990 EI Plan as of
December 29, 1996, December 31, 1995, and December 25, 1994 was
3,105,844 shares, 3,650,483 shares, and 1,186,477 shares, respectively.

In 1996, 45,390 shares of restricted stock were issued under the
1990 EI Plan. Vesting in the restricted stock awards is over a
three-year period from the date of grant. The compensation cost
associated with these awards is amortized to expense over the
vesting period. Compensation cost associated with these awards
was immaterial in 1996 and 1995.

1991 Plan: In 1991, the Company adopted the Equity Compensation
Plan for Non-Employee Directors (EC Plan). The EC Plan provides
for two grants of the Company's stock: the first grant is
automatic and equals 20% of the director's annual retainer, and
the second grant is elective and covers all or any portion of the
balance of the retainer. A director may elect to receive his
remaining 80% retainer in cash, restricted stock, or any
combination of the two. Grants of stock vest after completion of
the director's annual term. The compensation cost associated with
the EC Plan is amortized over the director's term. Compensation
cost associated with this plan was immaterial in 1996 and 1995.

1995 Supplemental Compensation Plan: In 1995, the Company adopted
a supplemental compensation plan that covers substantially all
its employees. Under the plan, management is allowed to recognize
employee achievements through awards of Coors Stock Units (CSUs)
or cash. CSUs are a measurement component equal to the fair market value 
of the Company's Class B common stock. CSUs have a six-month holding period 
after which the recipient may redeem the CSUs for cash, or, if the holder 
has 100 or more CSUs, shares of the Company's Class B common stock. 
Awards under the plan in 1996 and 1995 were immaterial.

Common stock reserved for this plan as of December 29, 1996, and
December 31, 1995, was 83,707 shares and 84,000 shares, respectively.

NOTE 7:

Employee Retirement Plans

The Company maintains several defined benefit pension plans for
the majority of its employees. Benefits are based on years of
service and average base compensation levels over a period of
years. Plan assets consist primarily of equity, interest-bearing
investments, and real estate. The Company's funding policy is to
contribute annually not less than the ERISA minimum funding
standards, nor more than the maximum amount that can be deducted
for federal income tax purposes. Total expense for all these
plans was $24.8 million in 1996, $22.7 million in 1995, and $29.5
million in 1994. These amounts include the Company's matching for
the savings and investment (thrift) plan of $5.7 million for
1996, $5.7 million for 1995, and $5.8 million for 1994. The
increase in 1996 pension expense versus 1995 was caused primarily
by a decrease in the discount rate (settlement rate) from the
1995 rate of 8.5% to the 1996 rate of 7.25%. The decrease in
pension expense in 1995 versus 1994 was caused primarily by an
increase in the discount rate (settlement rate) from the 1994
rate of 7.25% to the 1995 rate of 8.5%. Pension expense in years
1994 and 1996 were calculated at the same 7.25% discount
(settlement) rate, but expense in 1996 was significantly lower
than 1994 because consistent contributions and strong investment
returns have boosted asset levels, which results in higher
actuarially assumed returns and lower pension expense.

Note that the settlement rates shown in the table were selected
for use at the end of each of the years shown. Actuaries
calculate pension expense annually based on data available at the
beginning of each year, which includes the settlement rate
selected and disclosed at the end of the previous year.

                                            For the years ended
                                December 29,    December 31,  December 25,
                                       1996            1995          1994
                                               (In thousands)

Service cost-benefits earned
  during the year                  $ 12,729        $  9,858      $ 12,517

Interest cost on projected
  benefit obligations                31,162          29,285        28,377

Actual gain on plan assets          (65,504)        (69,346)         (872)

Net amortization and deferral        40,691          47,005       (16,351)

Net pension expense                $ 19,078        $ 16,802      $ 23,671



The funded status of the pension plans and amounts recognized in
the accompanying balance sheets are as follows:
                                                             As of
                                                  December 29,  December 31,
                                                         1996          1995
                                                          (In thousands)

Actuarial present value of accumulated plan benefits,
  including vested benefits of $332,444 in 1996 and
  $311,366 in 1995                                   $350,506      $341,595

Projected benefit obligations for
  services rendered to date                          $422,516      $423,614

Plan assets available for benefits                    394,206       330,823

Plan assets less than projected benefit obligations    28,310        92,791

Unrecognized net gain (loss)                            2,359       (62,492)

Prior service cost not yet recognized                 (18,851)      (20,897)

Unrecognized net assets being recognized
  over 15 years                                         5,800         7,491

Net accrued pension liability                        $ 17,618      $ 16,893


Significant assumptions used in determining the valuation of the
projected benefit obligations as of the end of 1996, 1995, and 1994 were:

                                                 1996        1995       1994

Settlement rate                                  7.75%       7.25%      8.50%

Increase in compensation levels                  5.00%       5.00%      5.00%

Rate of return on plan assets                   10.25%       9.75%      9.50%

NOTE 8:

Non-Pension Postretirement Benefits

The Company has postretirement plans that provide medical benefits and life 
insurance for retirees and eligible dependents. The plans are not funded.

The obligation under these plans was determined by the application 
of the terms of medical and life insurance plans, together with relevant 
actuarial assumptions and health care cost trend rates ranging ratably 
from 10.0% in 1996 to 5.0% in the year 2007. The effect of an annual 1% 
increase in trend rates would increase the accumulated postretirement 
benefit obligation by approximately $1.9 million and $4.7 million in 1996 
and 1995, respectively. The effect of a 1% increase in trend rates also
would have increased the ongoing annual cost by $0.6 million and $0.7 million
in 1996 and 1995, respectively. The discount rate used in determining the 
accumulated postretirement benefit obligation was 7.75% and 7.25% at 
December 29, 1996, and December 31, 1995, respectively.

Net periodic postretirement benefit cost included the following:

                                                 For the years ended
                                      December 29,  December 31,  December 25,
                                             1996          1995          1994
                                                  (In thousands)
Service cost-benefits attributed to
  service during the period              $  2,065      $  2,281     $   3,097

Interest cost on accumulated
  postretirement benefit obligation         5,082         6,426         6,698

Amortization of net loss (gain)              (310)         (560)           78

Net periodic postretirement benefit cost $  6,837      $  8,147     $   9,873


Effective November 29, 1995, changes were made to postretirement
life insurance and medical benefits which resulted in a
curtailment gain of $3.3 million and $18.6 million in 1996 and
1995, respectively. The 1996 decrease in plan expense resulted
principally from the curtailment of these benefits.
The status of the postretirement benefit plan was as follows:

                                                              As of
                                                   December 29,   December 31,
                                                          1996           1995
                                                         (In thousands)
  Retirees                                            $ 39,780       $ 35,465

  Fully eligible active plan participants                5,014         11,146

  Other active plan participants                        17,883         22,935

    Accumulated postretirement obligation               62,677         69,546

  Unrecognized net gain                                  8,452            975

  Unrecognized prior service cost                        2,209          2,871

    Accrued postretirement benefit obligation           73,338         73,392

  Less current portion                                   3,565          3,565
                                                      $ 69,773       $ 69,827

NOTE 9:

Special Charges (Credits)

The annual results for 1996 include a pretax net special charge
of $6.3 million which resulted in expense of $0.10 per share
after tax. Second quarter results include a $5.2 million pretax
charge for the ongoing Molson legal proceedings and severance
costs for restructuring the Company's engineering and
construction operations. Results of the third quarter include a
$6.7 million pretax credit for underpaid past royalties and
interest from Molson (net of related legal expenses) and income
from the continuing effect of changes made in payroll-related
practices during 1995. Fourth quarter results include a $7.9
million pretax charge for Molson-related legal expenses, partially 
offset by underpaid past royalties from Molson and the continuing effect 
of changes made in payroll-related practices during 1995.

Fourth quarter results for 1995 include a pretax net special
credit of $15.2 million which resulted in income of $0.24 per
share after tax. The net credit was primarily the result of a
gain for the curtailment of certain postretirement benefits other than 
pensions (see Note 8). Offsetting a portion of this curtailment gain are 
severance charges for limited reductions of the Company's work force.

Fourth quarter results for 1994 include a pretax net special
credit of $13.9 million and resulted in income of $0.22 per share
after tax. Two nonrecurring items contributed to the net credit.
First, the Company reached a settlement with a number of its
insurance carriers which enabled it to recover a portion of the
costs associated with the Lowry Landfill Superfund site. Offsetting this 
was a write-down for impairment of certain distributor assets.

In 1993, the Company restructured certain of its operations. This
restructuring charge and subsequent activity are summarized as follows:

                                             Workplace
                                 Personnel    redesign      Total

Balance as of December 26, 1993   $ 12,316    $ 18,400   $ 30,716

1994 payments                        3,045      16,480     19,525

Balance as of December 25, 1994      9,271       1,920     11,191

1995 payments                        4,623       1,920      6,543

Balance as of December 31, 1995      4,648          --      4,648

1996 payments                          647          --        647

Balance as of December 29, 1996   $  4,001    $     --   $  4,001


The majority of the remaining personnel accruals relate to
obligations under deferred compensation arrangements and
postretirement benefits other than pensions.

NOTE 10:

Investments

Equity investments: The Company has 50% or less owned investments
in affiliates that are accounted for using the equity method of
accounting. The Company's investments aggregated $47.6 million
and $42.3 million at December 29, 1996, and December 31, 1995,
respectively. These investment amounts are included in other
assets on the Company's consolidated balance sheets.

Summarized condensed balance sheet and income statement
information for the Company's equity investments are as follows:

Summarized condensed balance sheet
                                                           As of
                                                December 29,    December 31,
                                                       1996            1995  
                                                       (In thousands)
Current assets                                  $    69,975     $    61,370
Non-current assets                                   79,162          58,011
Current liabilities                                  38,186          37,432
Non-current liabilities                               4,236           2,228

Summarized condensed statement of operations
                                            For the years ended
                               December 29,    December 31,    December 25,     
                                      1996            1995            1994
                                                (In thousands)
Net sales                      $   357,273     $   363,864     $    49,187
Gross profit                        37,372          44,890           4,032
Operating income (loss)             19,289          32,039          (1,383)
Company's equity in operating
  income                            11,630          13,687           1,112

The Company's share of operating income of these non-consolidated
affiliates is primarily included in cost of goods sold on the
Company's consolidated statements of income.

In 1995, CBC and Anchor Glass Container Corporation (Anchor)
formed a 50/50 joint venture to produce glass bottles at the CBC
glass manufacturing facility for sale to CBC and outside
customers. In 1996, Owens-Brockway Glass Container, Inc. (Owens)
purchased certain Anchor assets and assumed Anchor's role in the
partnership. The agreement has an initial term of 10 years and
can be extended for additional two-year periods. Under the terms
of the agreement, CBC agreed to contribute machinery, equipment,
and certain personal property with an approximate net book value
of $16.2 million and Owens agreed to contribute technology and
capital, which would be used to modernize and expand the capacity
of the plant. Also under the agreement, CBC agreed to reimburse
certain annual operating costs of the facility and to purchase an
annual quantity of bottles, which together represent a 1997
commitment of approximately $59 million. The expenditures under
this agreement in 1996 and 1995 were approximately $54 million
and $23 million, respectively. Additionally, the companies
entered into another agreement that made Owens a long-term, preferred 
supplier for CBC, satisfying 100% of CBC's other glass requirements.

In 1994, CBC and American National Can Company (ANC) formed a
50/50 joint venture to produce beverage cans and ends at CBC
manufacturing facilities for sale to CBC and outside customers.
The agreement has an initial term of seven years and can be
extended for two additional three-year periods. Additionally, the
agreement requires CBC to purchase 100% of its can and end needs
from the joint venture at contracted unit prices and to pay an
annual fee for certain operating costs. The aggregate amount paid
to the joint venture for cans and ends in 1996 and 1995 was
approximately $217 million and $238 million, respectively. In
1994, the aggregate amount paid to the joint venture for ends was
approximately $31 million. The estimated cost in 1997 under this
agreement for cans and ends is $205 million. Additionally, during
1996, CBC received a $5 million distribution from this joint venture.

Cost investments: CBC invested approximately $22 million in Jinro-
Coors Brewing Company (JCBC) in 1992 for a 33% interest. At that
time and thereafter, it has accounted for this investment under
the cost basis of accounting given that CBC does not have the
ability to exercise significant influence over JCBC and that
CBC's investment in JCBC is considered temporary. This investment
includes a put option, whereby Jinro Limited, the 67% owner of
JCBC guarantees CBC's investment. The put option, which is held
for other than trading purposes, entitles CBC to require Jinro
Limited to purchase CBC's investment at the greater of cost or market value 
in Korean Won through March 1999. JCBC achieved positive operating income 
in 1996 but has not yet been profitable due to debt service costs.

NOTE 11:

Stock Activity

Common stock: Both classes of common stock have the same rights
and privileges, except for voting, which is the sole right of the
holder of Class A stock.

The revised Colorado Business Corporation Act, which became
effective in July 1994, eliminated the concept of treasury stock
for Colorado corporations. Pursuant to that revision, shares that
were previously classified as treasury shares were restored to
status of "authorized but unissued." This elimination of treasury
stock in the Company's consolidated balance sheets reduced the balances 
of Class B common stock and paid-in capital. At December 31, 1995, the 
Class B common stock was reduced by $2.3 million to a stated value of 
$0.24 per share, and paid-in capital was reduced by $26.6 million.

Activity in the Company's Class A and Class B common stock for
each of the three years ended December 29, 1996, December 31,
1995, and December 25, 1994, is summarized below:
                                                Common stock
                                           Class A         Class B

Balances at December 26, 1993             1,260,000     36,939,221

Shares issued under stock plans                  --        127,719

Balances at December 25, 1994             1,260,000     37,066,940

Shares issued under stock plans                  --        248,778

Purchase of stock                                --       (579,206)

Balances at December 31, 1995             1,260,000     36,736,512

Shares issued under stock plans                  --        256,897

Purchase of stock                                --       (331,005)

Balances at December 29, 1996             1,260,000     36,662,404

At December 29, 1996, December 31, 1995, and December 25, 1994,
25,000,000 shares of $1 par value preferred stock were authorized but unissued.

On December 20, 1996, the board of directors authorized the repurchase of 
up to $40 million of ACC's outstanding Class B common stock during 1997. 
As of March 14, 1997, the Company has repurchased 413,000 shares for 
approximately $8.9 million under this stock repurchase program. Additionally,
subsequent to year end, the Company purchased 150,000 shares of Class B 
common stock for $3.2 million from a director of the Company.

NOTE 12:

Commitments and Contingencies

Molson: On October 18, 1996, an arbitration panel ruled that the
licensing agreement terminated in 1993 when Miller acquired its
ownership interest in Molson. This ruling returns Canadian rights
to all CBC brands to CBC and requires Molson to compensate CBC
for the period beginning April 2, 1993. Although CBC believes the
compensation awarded will be significant, that compensation
cannot be quantified until the next phase of arbitration is
completed during 1997. Accordingly, no such compensation has been
reflected in the 1996 financial statements.

Also in its ruling, the arbitration panel found that Molson had
underpaid royalties from January 1, 1991, to April 1, 1993. Thus,
Molson paid CBC $6.1 million in cash (net of $680,000 of
withholding taxes) during 1996 to cover the unpaid royalties plus
interest. In January 1997, Molson filed an appeal to this phase
of the arbitration. Management believes the appeal is without merit.

CBC and Molson have agreed that Molson will continue to brew and distribute 
CBC's products for an interim period ending no earlier than July 1, 1997. 
Income from the interim agreement is based upon actual CBC brand sales 
volume in Canada and is reported as gross sales in the accompanying 
financial statements.

Insurance: It is the Company's policy to act as a self-insurer
for certain insurable risks consisting primarily of employee
health insurance programs, workers' compensation, and general
liability contract deductibles.

In 1991, the Company became aware that Mutual Benefit Life
Insurance Company (MBLIC) had been placed under the control of
the State of New Jersey. The Company is a holder of several life
insurance policies and annuities through MBLIC. The cash
surrender value under these policies is approximately $7.5
million. Policyholders have been notified that all claims,
benefits, and annuity payments will continue to be paid in full;
however, at this time, policyholders are unable to redeem the
full value of their policies for cash. A moratorium charge would
be applied to policies that are redeemed.

Letters of credit: As of December 29, 1996, the Company has
approximately $5.5 million outstanding in letters of credit with
certain financial institutions. They generally expire within 12
months from the date of issuance, which range from March 1997 to
October 1997. These letters of credit are being maintained as
security for performance on certain insurance policies,
operations of underground storage tanks, and payments of liquor
and duty taxes and energy billings.

Additionally, the product distributor for Coors Japan advances
certain funds to Coors Japan under a contractual arrangement
between the parties. As of December 29, 1996, such advances
totaled approximately $4.3 million.

Power supplies: In 1995, Coors Energy Company (CEC), a subsidiary
of CBC, sold a portion of its coal reserves to Bowie Resources
Ltd. (Bowie). CEC also entered into a 10-year agreement to
purchase 100% of the coal requirements from Bowie. The coal then
is sold to Trigen-Nations Energy Corporation, L.L.L.P. (Trigen).

In September 1995, CBC concluded the sale of its power plant and
support facilities to Trigen. In conjunction with this sale, CBC
agreed to purchase the electricity and steam needed to operate
the brewery's Golden facilities. CBC's financial commitment under
this agreement is divided between a fixed, non-cancelable cost of
approximately $12.5 million for 1997, which adjusts annually for
inflation, and a variable cost, which is generally based on fuel
cost and CBC's electricity and steam use.

ACX Technologies, Inc.: At the end of 1992, the Company
distributed to its shareholders the common stock of ACX. ACX was
formed in late 1992 to own the ceramics, aluminum, packaging, and
technology-based development businesses which were then owned by
ACC. Joseph Coors, Peter H. Coors, and William K. Coors,
directors of both ACC and ACX during 1996, are trustees of one or
more family trusts that collectively own all of ACC's voting
stock and approximately 47% of ACX's common stock. Joseph Coors
resigned as director of ACX in July 1996. ACC and ACX, or their
subsidiaries, have certain business relationships and have
engaged, or proposed to engage, in certain transactions with one
another, as described below.

CBC is a limited partner in a partnership in which a subsidiary
of ACX Technologies, Inc. (ACX) is the general partner. The
partnership owns, develops, operates, and sells certain real
estate previously owned directly by CBC or ACC. Each partner is
obligated to make additional contributions of up to $500,000 upon
call of the general partner. Distributions are allocated equally
between the partners until CBC recovers its investment, and
thereafter 80% to the general partner and 20% to CBC.

When ACX was spun off in 1992, CBC entered into market-based,
long-term supply agreements with certain ACX subsidiaries to
provide CBC packaging, aluminum, and starch products. Under the
packaging supply agreement, CBC agreed to purchase all of its
paperboard (including composite packages, labels, and certain can
wrappers) from an ACX subsidiary through 1997. In early 1997,
this contract was modified and extended until at least 1999. In
early 1997, ACX's aluminum manufacturing business was sold to a
third party. The aluminum contracts were canceled in 1995. Since
late 1994, ANC has been the purchasing agent for the joint
venture between ANC and CBC and has ordered limited quantities of
can, end, and tab stock from the now-former ACX subsidiary.
Additionally, ANC purchased a small quantity of tab stock for the
joint venture in early 1997. Under the starch supply agreement,
CBC agreed to purchase 100 million pounds of refined corn starch
annually from an ACX subsidiary through 1997. In early 1997, this
agreement was renegotiated, at slightly higher rates, and
extended through 1999. CBC's total purchases under these
agreements in 1996 were approximately $145 million. Purchases in
1997 under the packaging and starch supply agreements are
estimated to be approximately $120 million.

Investments: In 1991, CBC entered into an agreement with Colorado
Baseball Partnership 1993, Ltd. for an equity investment and
multiyear signage and advertising package. This commitment,
totaling approximately $30 million, was finalized upon the
awarding of a National League baseball franchise to Colorado in
1991. The initial investment as a limited partner has been paid.
The carrying value of this investment approximates its fair value
at December 29, 1996 and December 31, 1995. The recognition of
liability under the multiyear signage and advertising package
began in 1995 with the opening of Coors Field.

Environmental: In 1991, the City and County of Denver, Waste
Management of Colorado, Inc., and Chemical Waste Management, Inc.
brought litigation in U.S. District Court against the Company and
37 other "potentially responsible parties" (PRPs) to determine
the allocation of costs of Lowry site remediation. In 1993, the
Court approved a settlement agreement between the Company and the
plaintiffs, resolving the Company's liabilities for the site. The
Company agreed to initial payments based on an assumed present
value of $120 million in total site remediation costs. Further,
the Company agreed to pay a specified share of costs if total
remediation costs exceeded this amount. The Company remitted its
agreed share, based on the $120 million assumption, to a trust
for payment of site remediation, operating, and maintenance
costs. None of these payments were material to the Company's
results of operations or financial position.

The City and County of Denver, Waste Management of Colorado,
Inc., and Chemical Waste Management, Inc. are expected to
implement site remediation. The Environmental Protection Agency's
projected costs to meet the announced remediation objectives and
requirements are below the $120 million assumption used for ACC's
settlement. The Company has no reason to believe that total
remediation costs will result in additional liability to the Company.

In 1991, the Company filed suit against certain of its former and
current insurance carriers, seeking recovery of past defense
costs and investigation, study, and remediation costs.
Settlements were reached during 1993 and 1994 with all defendants, 
and, as a result, the Company recognized a special pretax credit of 
$18.9 million in the fourth quarter of 1994 (see Note 9).

Litigation: The Company also is named as defendant in various
actions and proceedings arising in the normal course of business.
In all of these cases, the Company is denying the allegations and
is vigorously defending itself against them and, in some instances, has 
filed counterclaims. Although the eventual outcome of the various 
lawsuits cannot be predicted, it is management's opinion that these 
suits will not result in liabilities that would materially affect the 
Company's financial position or results of operations.

NOTE 13:

Quarterly Financial Information (Unaudited)

The following summarizes selected quarterly financial information
for each of the two years in the period ended December 29, 1996.
During 1996 and 1995, the first, second, and third quarters were
12 weeks. During 1996, the fourth quarter was 12 weeks; during
1995, the fourth quarter was 13 weeks.

In the second, third, and fourth quarters of 1996 and the fourth
quarter of 1995, certain adjustments were made which were of a
normal and recurring nature. As described in Note 9, income in
1996 was decreased by a special pretax charge of $6.3 million, or
$0.10 per share, and income in the fourth quarter of 1995 was increased 
by a special pretax credit of $15.2 million, or $0.24 per share.
                                
              ADOLPH COORS COMPANY AND SUBSIDIARIES
           QUARTERLY FINANCIAL INFORMATION (UNAUDITED)
                                
                              First     Second      Third   Fourth        Year
1996                                   (In thousands, except per share data)

Net sales without
  international income     $368,729   $502,426   $453,513 $396,498  $1,721,166 
International income          1,258      1,092      1,093    7,624      11,067
Net sales, as currently
  reported                 $369,987   $503,518   $454,606 $404,122  $1,732,233

Gross profit               $107,952   $194,959   $164,156 $147,300  $  614,367

Net (loss) income         ($  3,007)  $ 23,796   $ 18,675  $ 3,961  $   43,425

Net (loss) income per
  common share            ($   0.08)  $   0.63   $   0.49  $  0.10  $     1.14


                              First     Second      Third     Fourth      Year
                                       (In thousands, except per share data)
1995

Net sales without
  international income     $348,393   $457,440   $455,352 $414,194  $1,675,379 
International income            686      1,055      1,095    1,371       4,207
Net sales, as currently
  reported                 $349,079   $458,495   $456,447 $415,565  $1,679,586

Gross profit               $111,429   $174,476   $166,257 $131,904  $  584,066

Net (loss) income         ($    917)  $ 21,444   $ 16,492  $ 6,159  $   43,178

Net (loss) income per
  common share            ($   0.02)  $   0.56   $   0.43  $  0.16  $     1.13

ITEM 9. Disagreements on Accounting and Financial Disclosure

None.

                           PART III

ITEM 10. Directors and Executive Officers of the Registrant

(a)  Directors

JOSEPH COORS (Age 79) is vice chairman of Adolph Coors Company
      (ACC or the Company) and has served in that capacity since
      1975. He has served as a director since 1942. He retired
      from day-to-day operations in December 1987. He is a member of 
      the Executive Committee and the Audit Committee. He is also a 
      director of Coors Brewing Company (CBC). He was a director of ACX 
      Technologies, Inc. (ACX) from October 1992 until his resignation 
      in July 1996 and now is director emeritus.

PETER H. COORS (Age 50) is vice president of ACC and chief
      executive officer and vice chairman of CBC and has served
      in that capacity since 1993. He has served as a director
      of ACC since 1973. Prior to 1993, he served as executive
      vice president of ACC and chairman of the brewing group.
      He served as interim treasurer and chief financial officer
      from December 1993 to February 1995. He is also a director
      of CBC. He is a member of the Executive Committee. In his
      career at CBC, he has served in a number of different
      positions, including divisional president of sales,
      marketing, and administration and secretary (1982-1985),
      senior vice president, sales and marketing (1978-1982),
      vice president (1976-1978), and assistant secretary and
      assistant treasurer (1974-1976). Since March 1996, he has
      been a director of First Bank System.

WILLIAM K. COORS (Age 80) is chairman of the board and president
      of ACC and has served in such capacities since 1970 and
      1989, respectively. He has served as a director since
      1940. He is the chairman of the Executive Committee. He is
      also a director and chairman of the board of CBC and ACX.

J. BRUCE LLEWELLYN (Age 69) has served as a director since 1989.
      He was a member of the Audit Committee until May 1996 and
      is the chairman of the Compensation Committee. He is also
      a director of CBC. He is an attorney and is involved in
      the management of several businesses in which he is an
      investor. He is currently the chairman of the board and
      chief executive officer of Philadelphia Coca Cola Bottling
      Co., Inc. He is also a director of Chase Manhattan Bank
      and Teleport Communications Group, Inc.

LUIS G. NOGALES (Age 53) has served as a director since 1989. He
      is a member of the Audit Committee and was a member of the
      Compensation Committee until May 1996. He is also a
      director of CBC. He is president of Nogales Partners, a
      media acquisition firm (1990-present). In the past, he was
      chairman and chief executive officer of Embarcadero Media
      (1994-1996); general partner of Nogales Castro Partners
      (1989-1990); president of Univision, the nation's largest
      Spanish language television network (1986-1988); and
      chairman and chief executive officer of United Press
      International (1983-1986). He is also a director of
      Southern California Edison Company, International, and
      Kaufman and Broad Home Corporation.

PAMELA H. PATSLEY (Age 40) joined the Company as a director in
      November of 1996. She is also a director of CBC. She is a
      member of the Audit Committee and the Compensation
      Committee. She is president, chief executive officer and a
      director of First USA Paymentech, Inc. in Dallas. She
      began her career with First USA, Inc. in 1985 as a
      founding officer of the company. Before joining First USA,
      Patsley was with KPMG Peat Marwick. She is also a director
      of First Virtual Holdings, Inc.

WAYNE R. SANDERS (Age 49) joined the Company as a director in
      February of 1995. He is a member of the Compensation
      Committee and is chairman of the Audit Committee. He is
      also a director of CBC. He is chairman of the board and
      chief executive officer of Kimberly-Clark (K-C)
      Corporation in Dallas. Sanders joined K-C in 1975 as a
      senior financial analyst. For the past 20 years, he has
      served in a number of positions with K-C. He was named to
      his current position in 1992. Prior to that, he served as
      president and chief executive officer (1991); and as
      president, World Consumer, Nonwovens and Service and
      Industrial Operations (1990). He was elected to K-C's
      board of directors in August 1989. He is also a director
      of Texas Commerce Bank.

(b)  Executive Officers

Of the above directors, Peter H. Coors and William K. Coors are
executive officers of ACC. The following also were executive
officers of ACC (as defined by Securities and Exchange Commission
(SEC) rules) at March 1, 1997:

CARL L. BARNHILL (Age 48) joined CBC in May 1994 as senior vice
      president of sales. Barnhill brings more than 20 years of
      marketing experience with consumer goods companies. Most
      recently, he was vice president of selling systems
      development for the European and Middle East division of
      Pepsi Foods International. Prior to joining Pepsi in 1993,
      he spent 16 years with Frito-Lay in various upper-level
      sales and marketing positions.

L. DON BROWN (Age 51) joined CBC in July 1996 as senior vice
      president of operations and technology. Prior to joining
      CBC, he served as senior vice president of manufacturing
      and engineering at Kraft Foods where his responsibilities
      included manufacturing, engineering, and operations
      quality functions. During his years at Kraft from 1971-
      1996, he held several positions of increasing
      responsibility in the manufacturing and operations areas.

ROBERT W. EHRET (Age 52) joined CBC in May 1994 as senior vice
      president, human resources. Prior to joining CBC, Ehret
      served as senior vice president of human resources for
      A.C. Nielsen. From 1983 to 1989, Ehret worked for PepsiCo
      Inc. as director of employee relations and personnel
      director for two of PepsiCo's international divisions
      based in Tokyo and London.

W. LEO KIELY, III (Age 50) became president and chief operating
      officer of CBC as of March 1, 1993. Prior to joining CBC,
      he served as division vice president and then division
      president of the Frito-Lay, Inc. subsidiary of PepsiCo in
      Plano, Texas. From 1989-1991, he served as senior vice
      president of field operations, overseeing the operations
      of Frito-Lay's four regional business teams. He is a
      director of Bell Sports Corporation and Signature Resorts, Inc.

ROBERT D. KLUGMAN (Age 49) was named CBC's senior vice president
      of corporate development in May 1994. In 1993, he was vice
      president of corporate development. Prior to that, he was
      vice president of brand marketing, a position he held from
      1981-1987 and again from 1990-1993. From 1987 to 1990, he
      was vice president of international, development, and
      marketing services. Before joining CBC, Klugman was a vice
      president of client services at Leo Burnett USA, a Chicago-
      based advertising agency.

MICHAEL A. MARRANZINO (Age 49) has served as CBC's senior vice
      president and chief international officer since 1994. Prior to 
      that, he served as vice president and director of international 
      marketing. He has been with CBC since 1976 and has held positions 
      in the sales and marketing area, including director of development, 
      director for Coors and Coors Extra Gold brands, director of sales 
      and marketing operations, director of field sales, and director 
      of sales operations.

M. CAROLINE TURNER (Age 47) was named senior vice president and
      general counsel for CBC in February 1997. She has served
      as vice president and assistant secretary of ACC and
      assistant secretary of CBC since January 1993. In the
      past, she served as vice president, general counsel and
      chief legal officer of CBC (1993-1996) and vice president, chief 
      legal officer (1991-1992) and director, legal affairs (1986-1991)
      of ACC. Prior to joining the Company, she was a partner with the law 
      firm of Holme Roberts & Owen (1983-1986), an associate for Holme 
      Roberts and Owen (1977-1982), and a clerk in the U.S. 10th Circuit 
      Court of Appeals (1976-1977).

WILLIAM H. WEINTRAUB (Age 54) was named CBC's senior vice president of 
      marketing in 1994. He joined CBC as vice president of marketing 
      in July 1993. Prior to joining CBC, he directed marketing and 
      advertising for Tropicana Products as senior vice president. From 
      1982-1991, Weintraub was with the Kellogg Company, with
      responsibility for marketing and sales.

TIMOTHY V. WOLF (Age 43) was named vice president and chief
      financial officer of ACC and senior vice president and
      chief financial officer of CBC in February 1995. Wolf came
      to CBC from Hyatt Hotels Corporation, where he served as
      senior vice president of planning and human resources from
      1993 to 1994. From 1989 to 1993, he served in several
      executive positions for The Walt Disney Company including
      vice president, controller, and chief accounting officer.

ACC and CBC employ other officers who are not considered
executive officers under SEC regulations.

Terms for all officers and directors are for a period of one
year, except that vacancies may be filled and additional officers
elected at any regular or special meeting. Directors are elected
at the Annual Shareholders' Meeting held in May. There are no
arrangements or understandings between any officer or director
pursuant to which any officer or director was elected as such.

(c)  Significant Employees

None.

(d)  Family Relationships

William K. Coors and Joseph Coors are brothers. Peter H. Coors is
a son of Joseph Coors.

(e)  Business Experience

See discussion above in (a) and (b).

(f)  Involvement in Legal Proceedings

None.

(g)  Section 16 Disclosures

None.

ITEM 11. Executive Compensation

I. SUMMARY COMPENSATION TABLE


                             
          ANNUAL COMPENSATION                   LONG TERM COMPENSATION
                                             AWARDS                PAYOUTS
                                                              SECURI-
                                                               TIES  LTIP  ALL
    NAME &         YEAR  SALARY    BONUS   OTHER  RESTRICTED  UNDER  PAY- OTHER
 PRINCIPAL              ($)      ($)(a)   ANNUAL    STOCK    LYING   OUTS  COMP
 POSITION                                   COMP    ($)(c)   OPTIONS  ($)  ($)
                                           ($)(b)             (#)(d)  (e)  (f)
William K. Coors, 1996  288,624        0        0        0      0     0  16,168
Chairman of the   1995  285,028        0        0        0      0     0  34,095
Board, CEO of     1994  275,020    2,714        0        0      0     0  86,219
Adolph Coors Company   

Peter H. Coors,   1996  507,090        0        0        0 22,330     0  22,678
Vice Chairman &   1995  506,248        0        0        0 29,328     0  89,976
CEO of Coors      1994  483,328  281,262        0        0 28,820     0   9,102
Brewing Company

W. Leo Kiely III, 1996  400,218        0        0        0 18,154     0   8,705
President & COO   1995  399,376        0        0        0 23,843     0   8,458
of Coors Brewing  1994  384,400  230,858        0        0 23,655     0   5,151
Company

L. Don Brown,     1996  180,346  580,000        0  800,000 58,333     0   3,467
Senior VP,        1995        0        0        0        0      0     0       0
Operations &      1994        0        0        0        0      0     0       0
Technology of 
Coors Brewing Company

Timothy V. Wolf,  1996  314,346        0        0        0 10,568     0   6,778
Senior VP,        1995  280,000  124,000  304,130        0 13,881     0   3,900
& CFO of Coors    1994        0        0        0        0      0     0       0
Brewing Company          

(a) Amounts awarded under the Management Incentive Compensation Program.

(b) In 1996 and 1994, none of the named executives received
perquisites in excess of the lesser of $50,000 or 10% of salary
plus bonus. In 1995, Timothy V. Wolf received perquisites
including moving and relocation expenses of $293,450.

(c) In 1996, 45,390 shares of restricted stock were granted to L.
Don Brown valued at $873,758 on December 29, 1996. The restricted
stock award granted in 1996 to L. Don Brown has a three-year
vesting period from the date of grant and is based on continuous
services during the vesting period. Dividends are paid to the
holder of the grant during the vesting period. Restricted stock
granted in 1993 to Peter H. Coors and W. Leo Kiely III vested in 1996.

No restricted stock grants were made in 1995 or 1994 to any of
the other named executives.

(d) See discussion under Item 11, Part II, for options issued in 1996.

(e) See discussion under Item 11, Part IV, for the long-term incentive plan.

(f) The amounts shown in this column are attributable to the
officer life insurance other than group life, 401(k) plans, and
the excess of fair market value over option price for stock
options exercised in 1996.

Of the named executives, Peter H. Coors receives officer life
insurance provided by the Company until retirement. At the time
of retirement, the  officer's life insurance program terminates
and the salary continuation agreement becomes effective. The
officer's life insurance provides six times the executive base
salary until retirement, at which time the Company becomes the
beneficiary. The Company provides term life insurance for W. Leo
Kiely III, L. Don Brown, and Timothy V. Wolf. The officer's life
insurance provides six times the executive base salary until
retirement when the benefit terminates. The 1996 annual benefit
for each executive for both programs was: William K. Coors -
$16,168; Peter H. Coors - $5,933; W. Leo Kiely III - $4,205; and
Timothy V. Wolf - $2,278.

The Company's 50% match on the first 6% of salary contributed by
the officer to ACC's qualified 401(k) plan was $4,500 for Peter H. Coors; 
$4,500 for W. Leo Kiely III; $3,467 for L. Don Brown; and $4,500 for 
Timothy V. Wolf. Peter H. Coors exercised stock options in 1996. 
See discussion in Item 11, Part III for stock option exercises in 1996.

In response to Code Section 162 of the Revenue Reconciliation Act of
1993, the Company appointed a special compensation committee to
approve and monitor performance criteria in certain performance-
based executive compensation plans for 1996.


II. OPTION/SAR GRANTS TABLE

                        Option Grants in Last Fiscal Year
                   
                                                           POTENTIAL REALIZABLE
                                                             VALUE AT ASSUMED
                                                           RATES OF STOCK PRICE
                   INDIVIDUAL GRANTS                        APPRECIATION FOR
                                                               OPTION TERM
                NUMBER OF   % OF TOTAL                                       
                SECURITIES   OPTIONS
                UNDERLYING  GRANTED TO  EXERCISE
                 OPTIONS    EMPLOYEES   OR BASE
                 GRANTED    IN FISCAL    PRICE    EXPIRATION
   NAME          (#)(a)        YEAR     ($/SHARE)    DATE       5%       10%

Peter H. Coors    22,330        4%       $22.00   01/02/06  $208,924 $  623,667
W. Leo Kiely III  18,154        3%       $22.00   01/02/06  $169,853 $  507,033
L. Don Brown      58,333       10%       $18.00   06/25/06  $779,108 $1,862,546
Timothy V. Wolf   10,568        2%       $22.00   01/02/06  $ 98,877 $  295,159

(a) Grants vest one year from the date of grant and at a rate of
one-tenth for each $1 increment in fair market value (FMV) of the
stock over the exercise price. For example, when the FMV reaches
$23.00, or $19.00 for L. Don Brown, 10% of the grant is vested;
when it reaches $24.00, or $20.00 for L. Don Brown, 20% is
vested; etc... FMV is calculated by averaging the high and low
stock price for each day. Once a portion has vested, it is not
forfeited even if the FMV drops. If not sooner, the grant is 100%
vested after 9 years. At December 29, 1996, the 1996 grants were
0% vested because of the one year vesting requirement; however,
they were 20% vested on January 2, 1997.

III. OPTION/SAR EXERCISES AND YEAR-END VALUE TABLE

Aggregated Option/SAR Exercises in Last Fiscal Year, and FY-End
Option/SAR Value

                                  
                SHARES            NUMBER OF SECURITIES    VALUE OF UNEXERCISED
               ACQUIRED          UNDERLYING UNEXERCISED   IN-THE-MONEY OPTIONS
                  ON      VALUE  OPTIONS AT FY-END (#)      AT FY-END ($)
               EXERCISE  REALIZED
    NAME         (#)      (a)($) 
                                  Exercis-  Unexercis-    Exercis-  Unexercis-
                                    able       able         able       able
Peter H. Coors   5,000   12,245    188,536      39,774    $656,436     $47,932
W. Leo Kiely III     0        0     43,246      32,404     118,892      39,173
L. Don Brown         0        0          0      58,333           0      72,916
Timothy V. Wolf      0        0      9,716      14,733      24,290      10,412

(a) Values stated are the bargain element recognized in 1996, which is the 
difference between the option price and the market price at the time of 
exercise.

IV. LONG-TERM INCENTIVE PLAN AWARDS TABLE
  
The Long-Term Incentive Plan (LTIP) was canceled by the board of
directors at the November 1996 board meeting. During 1996, there
were two cycles in effect. The following describes the awards for
those cycles before cancellation.
  
  
1994-1996 Plan                                    POTENTIAL FUTURE PAYOUTS
                                                     UNDER NON-STOCK 
                                                    PRICE-BASED PLANS
                 NUMBER OF        PERFORMANCE OR     
               SHARES,UNITS OR    OTHER PERIOD
                OTHER RIGHTS    UNTIL MATURATION  THRESHOLD   TARGET  MAXIMUM
   NAME            (#)             OR PAYOUT      ($ or #)  ($ or #) ($ or #)
Peter H. Coors   150% of 1-1-94   1994 - 1996    8,646(a) 129,691(a) 259,382(a)
                 salary at target

W. Leo Kiely III 140% of 1-1-94   1994 - 1996    7,097(a)  99,353(a) 198,706(a)
                 salary at target

Timothy V. Wolf  100% of 2-7-95   1994 - 1996    3,418(b)  34,184(b)  68,367(b)
                 salary at target  (prorated)
                  
  
    (a) Number of options to be granted at $16.25.
    (b) Number of options to be granted at $16.4375.
    
1996-1998 Plan                                     POTENTIAL FUTURE PAYOUTS
                                                       UNDER NON-STOCK
                                                      PRICE-BASED PLANS
                   NUMBER OF       PERFORMANCE OR
                SHARES, UNITS OR   OTHER PERIOD  
                 OTHER RIGHTS   UNTIL MATURATION  THRESHOLD  TARGET  MAXIMUM
     NAME          (#)             OR PAYOUT     ($ or #)  ($ or #) ($ or #)
Peter H. Coors   150% of 1-1-96   1996 - 1998   6,699(a)  100,484(a) 200,968(a)
                 salary at target

W. Leo Kiely III 140% of 1-1-96   1996 - 1998   5,446(a)   76,246(a) 152,492(a)
                 salary at target

L. Don Brown     100% of 7-29-96  1996 - 1998   6,293(b)   62,933(b) 125,865(b)
                 salary at target  (prorated)

Timothy V. Wolf  100% of 1-1-96   1996 - 1998 $31,000(c) $310,008(c)$620,016(c)
                 salary at target
                  
  
    (a) Number of options to be granted at $22.00.
    (b) Number of options to be granted at $17.625.
    (c) Award of 1/2 restricted shares and 1/2 cash.
    
    
Under the LTIP, payout targets were dependent on cumulative
return on invested capital (ROIC), which is defined as earnings
before interest expense and after tax, divided by debt plus
equity. The LTIP cycle was three years, with any payout at the
beginning of the fourth year. Under the first cycle, the earliest
potential payout was for 1994-1996. There was no payout for the 1994-1996 
plan, as the Company did not achieve the required cumulative ROIC.

Participants elected the form of payout from three options. The
first option was to receive one-half of the payout in cash and
one-half in shares of restricted stock. Restricted shares were
fully vested but were restricted from sale for a period of five
years. The second option allowed the participant to use the cash
portion of payout to purchase discounted shares of stock (based
on 75% of the fair market value of the stock at the time of
payout). Shares purchased under this option were fully vested but
could not be sold for a period of three years. The third option
allowed the participant to elect a percentage (a multiple of 10,
but not more than 100) of the total award amount to be received
in the form of stock options; the number of options to be three
times the total award amount divided by the fair market value of
the stock at the time the participant enters the LTIP. The
options were fully vested and had a 10-year term. The remainder
of the award, if the percentage elected was less than 100%, was
to be awarded one-half in cash and one-half in restricted shares of stock. 
All shares were to receive dividends during the restriction period.

V. PENSION PLAN TABLE

The following table sets forth annual retirement benefits for
representative years of service and average annual earnings.
  
   AVERAGE                    YEARS OF SERVICE
   ANNUAL     
 COMPENSATION
                     10           20           30           40
    $125,000       $21,875    $43,750      $65,625      $71,875
     150,000        26,250     52,500       78,750       86,250
     175,000(a)     30,625     61,250       91,875      100,625
     200,000(a)     35,000     70,000      105,000      115,000
     225,000(a)     39,375     78,750      118,125      129,375(a)    
     250,000(a)     43,750     87,500      131,250(a)   143,750(a)
     275,000(a)     48,125     96,250      144,375(a)   158,125(a)
     300,000(a)     52,500    105,000      157,500(a)   172,500(a)
     325,000(a)     56,875    113,750      170,625(a)   186,875(a)
     350,000(a)     61,250    122,500(a)   183,750(a)   201,250(a)
     375,000(a)     65,625    131,250(a)   196,875(a)   215,625(a)
     400,000(a)     70,000    140,000(a)   210,000(a)   230,000(a)
     425,000(a)     74,375    148,750(a)   223,125(a)   244,375(a)
     450,000(a)     78,750    157,500(a)   236,250(a)   258,750(a)
     475,000(a)     83,125    166,250(a)   249,375(a)   273,125(a)
     500,000(a)     87,500    175,000(a)   262,500(a)   287,500(a)
  
(a) Maximum permissible benefit under ERISA from the qualified
retirement income plan for 1996 was $120,000. Annual compensation
exceeding $150,000 is not considered in computing the maximum
permissible benefit under the qualified plan. The Company has a
non-qualified supplemental retirement plan to provide full
accrued benefits to all employees in excess of IRS maximums.

Annual average compensation covered by the qualified and non-
qualified retirement plans and credited years of service for
individuals named in Item 11(a) are as follows:  William K. Coors
- - $267,891 and 57 years; Peter H. Coors - $483,889 and 25 years;
W. Leo Kiely III - $394,665 and 3 years; L. Don Brown - $424,685
and 1 year; and Timothy V. Wolf - $313,492 and 2 years.

The Company's principal retirement income plan is a defined
benefit plan. The amount of contribution for officers is not
included in the above table since total plan contributions cannot
be readily allocated to individual employees. The Company's most
recent actuarial valuation was as of January 1, 1996, in which
the ratio of plan contributions to total compensation covered by
the plan was approximately 7.5%. Covered compensation is defined
as the total base salary (average of three highest consecutive
years out of the last 10) of employees participating in the plan,
including commissions but excluding bonuses and overtime pay.
Compensation also includes amounts deferred by the individual
under Internal Revenue Code Section 401(k) and any amounts
deferred into a plan under Internal Revenue Code Section 125.
Normal retirement age under the plan is 65. An employee with at
least 5 years of vesting service may retire as early as age 55.
Benefits are reduced for early retirement based on an employee's
age and years of service at retirement; however, benefits are not
reduced if: (1) the employee is at least age 62 when payments
commence; or (2) the employee's age plus years of service equal
at least 85 and the employee has worked for CBC at least 25
years. The amount of pension actually accrued under the pension
formula is in the form of a straight life annuity.

In addition to the annual benefit from the qualified retirement
plan, one of the named executives is covered by a salary
continuation agreement. This agreement provides for a lump sum
cash payment to the officer upon normal retirement in an amount
actuarially equivalent in value to 30% of the officer's last
annual base salary, payable for the remainder of the officer's
life, but not less than 10 years. If the officer should die after
age 55, the surviving spouse receives the remaining amount in a
lump sum. The interest rate used in calculating the lump sum is
determined using 80% of the annual average yield of the 10-year
Treasury constant maturities for the month preceding the month of
retirement. Using 1996 eligible salary amounts as representative
of the last annual base salary, the estimated annual benefit upon
normal retirement for Peter H. Coors would be $148,000.

VI. COMPENSATION OF DIRECTORS

The Company adopted the Equity Compensation Plan for Non-Employee
Directors (EC Plan) effective May 16, 1991. The EC Plan provides
for two grants of ACC's Class B (non-voting) common stock to non-
employee (NE) directors. The first grant is automatic and equals
20% of the annual retainer. The second grant is elective and
allows the NE directors to take a portion, or all, of the
remaining annual retainer in stock. Amounts of both grants are
determined by the fair market value of the shares on the date of
grant. Shares received under either grant may not be sold or
disposed of before completion of the annual term. The Company
reserved 50,000 shares of stock to be issued under the EC Plan.
The NE directors' annual retainer is $32,000.

In 1996, the NE members of the board of directors were paid 50%
of the $32,000 annual retainer for the 1995-1996 term and 50% of
the $32,000 annual retainer for the 1996-1997 term, as well as
reimbursement of expenses incurred to perform their duties as
directors. Directors who are full-time employees of the Company
receive $15,000 annually. All directors are reimbursed for any
expenses incurred while attending board or committee meetings and
in connection with any other CBC business. In addition, Joseph
Coors, as a director and retired executive officer, is provided
an office, transportation, and secretarial support from CBC.

VII. EMPLOYMENT CONTRACTS AND TERMINATION OF EMPLOYMENT ARRANGEMENTS

CBC has no agreements with executives or employees providing
employment for a set period.

Timothy V. Wolf had an agreement providing a guaranteed bonus of
40% of his base salary in 1995. If he is terminated without cause
within the first two years, he would receive 18 months of his
total current annual salary (base plus bonus). This termination
agreement expired February 7, 1997.

L. Don Brown has an agreement providing a guaranteed bonus of 80%
of his base salary in 1996 and 1997. In addition, he received a
$200,000 signing bonus and a $100,000 transitional bonus in 1996.
If he is terminated without cause during the first two years, he would 
receive 12 months of his total current annual salary (base plus bonus).

The standard severance program for officers is one year of base salary 
plus a prorated portion of any earned bonus for the year of severance.

Under the 1990 Equity Incentive Plan (1990 EI Plan), if there is a change in
ownership of the Company, the options and restricted shares vest immediately.

VIII. COMPENSATION COMMITTEE REPORT ON EXECUTIVE COMPENSATION

The Compensation Committee of the board of directors has
furnished the following report on executive compensation for CBC.
This report represents the Company's compensation philosophy for
fiscal year 1996. J. Bruce Llewellyn and Wayne R. Sanders served
on the Compensation Committee for all of 1996. Luis G. Nogales
served on the Compensation Committee until May 1996. Pamela
Patsley joined the committee in November 1996.

Overview of compensation strategy for executives: Under the
supervision of the 1996 Compensation Committee of the board of
directors, the Company continued to support the philosophy that
compensation policies, plans, and programs developed must enhance
the profitability of the Company by linking financial incentives
of senior CBC management with the Company's financial performance. Base 
salary philosophy remained the same, and all incentive programs continued 
to focus on increasing shareholder value and profitability.

Annual base salaries were targeted to be competitive with the
median levels found in the external market. The Company tied
incentive compensation plans to superior corporate and business
unit performance. An aggressive posture for base salaries for
senior executives who have accountability for major functions was
continued. Incentive compensation strategies were tied to Company
performance and shareholder return to encourage a greater ROIC
and to increase share price.

The Compensation Committee's compensation strategy for CBC's CEO
and other executive officers consisted of:

- - targeting the aggregate of base salary to the 50th percentile
  of relevant, broadly defined external markets;

- - providing an annual cash incentive award targeted at the 75th
  percentile of the same external markets;

- - providing annual stock grants designed to increase shareholder return; and

- - continuing an LTIP designed to increase ROIC.

Relationship of performance to specific elements of the compensation 
strategy: Following are brief descriptions that outline details and 
performance measures of each component of the 1996 executive compensation 
strategy.

Base salary: The Company used compensation survey data to
determine salaries competitive at the 50th percentile for like
positions in similar-sized manufacturing companies. Company size
was determined by total net sales.

Salary ranges were established for executives by using the 50th
percentile market data as the midpoint, with a 50% spread between
minimum and maximum. Where the executive was paid within the
range was determined by individual performance.

Annual cash incentive award: In 1996, the annual Management
Incentive Award program continued with the intent to drive both
Company profitability and individual performance. Executive
officers and other key management personnel were measured based
on pretax profit and written individual performance plans tied to
CBC objectives. Payout may occur only after profit objectives are
realized. The Compensation Committee approved annual pretax
profit objectives as well as minimum and maximum payout levels
within the program. There was no payout under the cash incentive
award program in 1996. However, the board approved a special
bonus, paid in restricted stock, to recognize superior
performance by select participants in the plan.

Annual stock option grants: In 1996, the Committee approved
granting of stock options to the executive officers and to other
key management personnel. Options were granted as a percentage of
base salary and based on the individual's level in the
organization. Options were granted with a 10-year term. Option
vesting is based on a one-year holding period and an increase in
share value. Options vest 10% for each $1 increase in fair market
value. All options vest after nine years regardless of share
value increase. Options were granted through the 1990 Equity
Incentive Plan (1990 EI Plan).

The 1990 EI Plan was administered by the Compensation Committee.
That committee was composed of NE, independent directors. The
1990 EI Plan provides that options be granted at exercise prices
equal to the fair market value on the date the option was granted.

Long-term incentive plan: The LTIP was canceled by the board of
directors at the November 1996 board meeting. During 1996, there
were two cycles in effect. See discussion under Item 11, Part IV,
for a description of this plan.

CEO compensation for 1996: The CEO's compensation for 1996 did
not reflect any of the incentive elements of the Company's
compensation strategy. While fully supportive of the executive
compensation strategy and fully committed to the Company goal of
improved profitability and an increase in shareholder value, CEO
William K. Coors has elected not to participate in the incentive
programs. It is Mr. Coors' belief that his compensation, although
low relative to market and industry standards, is adequate to
support his needs and that, given his strong commitment to
corporate goals and objectives, financial incentives would not
enhance his motivation to achieve superior performance. Mr. Coors
did, however, receive a minimal 2.0% increase in base salary.

IX. COMPENSATION COMMITTEE INTERLOCKS AND INSIDER PARTICIPATION

J. Bruce Llewellyn, Luis G. Nogales, Pamela H. Patsley, and Wayne
R. Sanders served on the Compensation Committee during 1996.

Joseph Coors and William K. Coors, directors of both ACC and ACX
during 1996, along with Peter H. Coors, are trustees of one or
more family trusts that collectively own all of ACC's voting
stock and approximately 47% of ACX's common stock (see Security
Ownership of Certain Beneficial Owners and Management in Item
12). Joseph Coors resigned as director of ACX in July 1996. ACC
and ACX, or their subsidiaries, have certain business
relationships and have engaged or proposed to engage in certain
transactions with one another, as described below.

When ACX was spun off in 1992, CBC entered into market-based,
long-term supply agreements with certain ACX subsidiaries to
provide CBC packaging, aluminum, and starch products. Under the
packaging supply agreement, CBC agreed to purchase all of its
paperboard (including composite packages, labels, and certain can
wrappers) from an ACX subsidiary through 1997. In early 1997,
this contract was modified and extended until at least 1999. In
early 1997, ACX's aluminum manufacturing business was sold to a
third party. The aluminum contracts were canceled in 1995. Since
late 1994, American National Can Company (ANC) has been the
purchasing agent for the joint venture between ANC and CBC and
has ordered limited quantities of can, end, and tab stock from
the now-former ACX subsidiary. Additionally, ANC purchased a
small quantity of tab stock for the joint venture in early 1997.
Under the starch supply agreement, CBC agreed to purchase 100
million pounds of refined corn starch annually from an ACX
subsidiary through 1997. In early 1997, this agreement was
renegotiated, at slightly higher rates, and extended through
1999. CBC's total purchases under these agreements in 1996 were
approximately $145 million. Purchases in 1997 under the packaging and 
starch supply agreements are estimated to be approximately $120 million.

CBC sold small quantities of aluminum scrap to the now-former ACX
subsidiary in the amount of $240,000. CBC also agreed to sell
brewery by-products to an ACX subsidiary for resale under a
contract through 1997. In early 1997, this agreement was extended
through 1999. CBC received approximately $10 million in 1996
under this contract and estimates that 1997 receipts will be
approximately $10 million.

Also with the spin-off, ACC, ACX, and their subsidiaries
negotiated other agreements involving employee matters,
environmental management, tax sharing, and trademark licensing.
These agreements govern certain relationships between the
parties, as described in the Company's report on Form 8-K dated
December 27, 1992, and contained in the information statement
mailed to ACC's shareholders at the time of the spin-off.

Certain ACC and ACX subsidiaries are parties to other
miscellaneous market-based transactions. In 1996, CBC provided
water and waste water treatment services to an ACX ceramics
facility located on property leased from CBC, CBC purchased some
ceramic tooling from an ACX subsidiary, and CBC received real
estate management and other services from the ACX real estate
brokerage subsidiary through the summer of 1996. During 1996, CBC
received approximately $310,000 in total and paid approximately
$370,000 in total under these agreements and transactions. In
1997, CBC expects to pay $70,000 and receive $370,000 under these
agreements and transactions.

CBC is a limited partner in a partnership in which an ACX
subsidiary is the general partner. The partnership, which was
formed at the time of the spin-off, owns, develops, operates, and
sells certain real estate previously owned directly by CBC or
ACC. Distributions of $1.5 million were made to both partners in
1996. Each partner is obligated to make additional cash
contributions of $500,000 upon call of the general partner.
Distributions are allocated equally between the partners until
CBC recovers its investment, and thereafter 80% to the general
partner and 20% to CBC.

X. PERFORMANCE GRAPH

                    TOTAL SHAREHOLDER RETURNS
                     (Dividends Reinvested)

                                          Annual return percentage
                                              (Years ending)

Company/index                      Dec 92(a)  Dec 93  Dec 94  Dec 95  Dec 96
ACC Class B                         19.24       1.28    5.90   35.89  (11.90)
Beverages (alcoholic) - 500         (4.79)     (5.19)   9.93   27.80   19.96
S & P 500 index                      7.62      10.08    1.32   37.58   22.96

                                             Indexed returns
                                              (Years ending)
                            Base
                           period
Company/index              Dec 91   Dec 92    Dec 93  Dec 94  Dec 95  Dec 96
ACC Class B                  100    119.24    120.77  127.89  173.79  153.11
Beverages (alcoholic) - 500  100     95.21     90.27   99.24  126.83  152.15
S & P 500 index              100    107.62    118.47  120.03  165.14  203.05


(a) Results for 1992 include $7.92 for the spin-off occurring in December 1992.

ITEM 12. Security Ownership of Certain Beneficial Owners and Management

(a)  Security Ownership of Certain Beneficial Owners

The following table sets forth stock ownership of persons holding
in excess of 5% of any class of voting securities as of March 15, 1997:

                    Name and
                   address of              Amount and nature
  Title of         beneficial               of beneficial            Percent
   class             owner                     ownership             of class

  Class A       Adolph Coors, Jr.          1,260,000 shares for        100%
  common        Trust, Golden              benefit of William K.
  stock         Colorado; William K.       Coors, Joseph Coors
  (voting)      Coors, Joseph Coors,       and May Coors Tooker
                Joseph Coors, Jr.,         and their lineal
                Jeffrey H. Coors, and      descendants living
                Peter H. Coors,            at distribution
                trustees

In May 1996, Peter H. Coors, a director and executive officer of ACC, was 
reappointed trustee of Adolph Coors, Jr. Trust, replacing May Coors Tooker.

In addition, certain officers and directors hold interests in
other family trusts, as indicated in Item 12, Section (b)(1).

(b)  Security Ownership of Management

The following table sets forth stock ownership of the Company's directors 
and all executive officers and directors as a group as of March 15, 1997:

                                           Exercisable
                                            options/
                                           restricted
                               Shares        stocks
Title of       Name of      beneficially     awards                 Percent  
class    beneficial owner     owned           (b)         Total    of class

Class B   Joseph Coors            1,844 (a)      339      2,183(a)      (a)
common    Peter H. Coors         50,035 (a)  190,224    240,259(a)      (a)
stock     William K. Coors      320,807 (a)       --    320,807(a)      (a)
(non-     J. Bruce Llewellyn      5,197          987      6,184
voting)   Luis G. Nogales         1,511          339      1,850
          Pamela H. Patsley          --          356        356
          Wayne R. Sanders        3,632        1,635      5,267
          L. Don Brown               --       45,390     45,390
          W. Leo Kiely III       11,000       46,876     57,876
          Timothy V. Wolf         2,000       11,828     13,828

          All executive
          officers and
          directors as a
          group (15 persons) 18,136,246      441,853 18,578,099         51%

(a)  William K. Coors and Peter H. Coors are two of the trustees
of the Adolph Coors Foundation, which owns 732,413 shares of
Class B common stock. William K. Coors, Joseph Coors, and Peter
H. Coors are trustees, in addition to other trustees and
beneficiaries, or contingent beneficiaries in certain cases, of
various trusts that own an aggregate of 16,737,111 shares of
Class B common stock. These individuals, and others, are trustees
of three other trusts owning 267,100 shares of Class B common
stock. In certain of these trusts, they act solely as trustees
and have no vested or contingent benefits. The total of these
trust shares, together with other management shares shown above,
represents 51% of the total number of shares of such class outstanding.

(b) This column represents exercisable options to purchase shares
under the Company's 1983 non-qualified Adolph Coors Company Stock
Option Plan and 1990 EI Plan (as amended in 1995) that could be
exercised as of March 15, 1997. It reflects restricted stock
awards granted under the 1990 EI Plan. Vesting in the restricted
stock is over a three-year period from date of grant for
employee/officers and at the end of the term for outside
directors. In the event of a change in control of the Company,
the options and restricted shares vest immediately. It also
reflects a special restricted stock award made in February 1997.
This restricted stock has a one-year vesting period.

(c)  Changes in Control

There are no arrangements that would later result in a change of
control of the Company.

ITEM 13. Certain Relationships and Related Transactions

(a)  Transactions with Management and Others

There were no transactions that exceeded $60,000 with management
or others related to the Company.

(b)  Certain Business Relationships

For a description of certain business relationships and related
transactions, see the discussion within Compensation Committee
Interlocks and Insider Participation in Item 11.

(c)  Indebtedness of Management

Employee loans are made with the exercise of stock options
granted under the 1983 non-qualified Adolph Coors Company Stock
Option Plan. No such loans were made or outstanding in 1996.

No member of management or another with a direct or indirect
interest in ACC was indebted to the Company in excess of $60,000 in 1996.

                               PART IV

ITEM 14. Exhibits, Financial Statement Schedules, and Reports on Form 8-K

(a)  The following documents are filed as part of this report:

     (1)  Financial Statements:  See index of financial statements in Item 8.

     (2)  Financial Statement Schedules:

          Schedule II   -  Valuation and Qualifying Accounts
All other schedules are omitted, because they are not applicable or the 
required information is shown in the financial statements or notes thereto.

                           SCHEDULE II

              ADOLPH COORS COMPANY AND SUBSIDIARIES
                VALUATION AND QUALIFYING ACCOUNTS


                                    Additions
                        Balance at  charged to                          Balance
                        beginning   costs and     Other                  at end
                         of year    expenses    additions   Deductions  of year
                                             (In thousands)
Allowance for doubtful
accounts (deducted
from accounts receivable)

Year ended

December 29, 1996           $   30      $  393    $  --  ($  148)  (a)   $  275

December 31, 1995           $   24      $  198    $  --  ($  192)  (a)   $   30

December 25, 1994           $  409      $   --    $  --  ($  385)  (a)   $   24


Allowance for obsolete
inventories and supplies

Year ended

December 29, 1996           $2,942      $4,941    $   3  ($4,567)  (a)   $3,319

December 31, 1995           $2,210      $2,814    $  --  ($2,082)  (a)   $2,942

December 25, 1994           $2,777      $2,198    $  --  ($2,765)  (a)   $2,210


(a) Write-offs of uncollectible accounts or obsolete inventories and supplies.

(3)  Exhibits:

                  Exhibit   3.1  -  Amended Articles of Incorporation.
                    (Incorporated by reference to Exhibit 3.1 to
                    Form 10-K for the fiscal year ended December 30, 1990)

                  Exhibit   3.2  -  Amended By-laws. (Incorporated by
                    reference to Exhibit 3.2 to Form 10-Q for the
                    fiscal quarter ended October 1, 1995)

                  Exhibit   4.1  -  Form of Indenture for Adolph Coors
                    Company Senior Debt Securities. (Incorporated
                    by reference to Exhibit 4 to Registration
                    Statement on Form S-3 filed March 14, 1990,
                    and amended on March 26, 1990, file No. 33-
                    33831). Upon request, the Company agrees to
                    provide a copy of any debt instrument as
                    applicable under Regulation S-K, Item 601, (b)(4)(iii).

                  Exhibit  10.1  -  Officers' Life Insurance Program.
                    (Incorporated by reference to Exhibit 10 to
                    Form 10-K for the fiscal year ended December 28, 1980)

                  Exhibit  10.2* -  Officers and Directors Salary
                    Continuation Agreement. (Incorporated by
                    reference to Exhibit 10 to Form 10-K for the
                    fiscal year ended December 26, 1982)

                  Exhibit  10.3* -  1983 non-qualified Adolph Coors Company
                    Stock Option Plan, as amended effective
                    February 13, 1992. (Incorporated by reference
                    to Exhibit 10.3 to Form 10-K for the fiscal
                    year ended December 29, 1991)

                  Exhibit  10.4* -  Coors Brewing Company 1996 Annual
                    Management Incentive Compensation Plan.

                  Exhibit  10.5* -  Coors Brewing Company Long-Term
                    Incentive Plan, 1994-1996 Plan Cycle.
                    (Incorporated by reference to Exhibit 10.5 to
                    Form 10-K for the fiscal year ended December 25, 1994)

                  Exhibit  10.6* -  Adolph Coors Company 1990 Equity
                    Incentive Plan. (Amended as of February 13, 1997)

                  Exhibit  10.7* -  Coors Brewing Company Employee Profit
                    Sharing Program. (Incorporated by reference
                    to Exhibit 10.7 to Form 10-K for the fiscal
                    year ended December 31, 1995)

                  Exhibit  10.8  -  Adolph Coors Company Non-Employee
                    Director Compensation Deferral Plan.
                    (Incorporated by reference to Exhibit 10.9 to
                    Form 10-K for the fiscal year ended December 31, 1989)

                  Exhibit  10.9  -  Agreement between Adolph Coors Company
                    and a Former Executive Officer and Current
                    Director. (Incorporated by reference to
                    Exhibit 10.10 to Form 10-K for the fiscal
                    year ended December 31, 1989)

                  Exhibit  10.10 -  Form of Coors Brewing Company
                    Distributorship Agreement. (Introduced 1989)
                    (Incorporated by reference to Exhibit 10.11
                    to Form 10-K for the fiscal year ended December 31, 1989)

                  Exhibit  10.11 -  Adolph Coors Company Water Augmentation
                    Plan. (Incorporated by reference to Exhibit 10.12 to 
                    Form 10-K for the fiscal year ended December 31, 1989)

                  Exhibit  10.12 -  Adolph Coors Company Equity Compensation
                    Plan for Non- Employee Directors. (Incorporated by 
                    reference to Exhibit 10.12 to Form 10-Q for the fiscal 
                    quarter ended June 11, 1995)

                  Exhibit  10.13 -  Distribution Agreement, dated as of
                    October 5, 1992, between the Company and ACX
                    Technologies, Inc. (Incorporated herein by
                    reference to the Distribution Agreement
                    included as Exhibits 2, 19.1 and 19.1A to the
                    Registration Statement on Form 10 filed by
                    ACX Technologies, Inc. (file No. 0-20704)
                    with the Commission on October 6, 1992, as amended)

                  Exhibit 10.14* -  Employment Contracts and Termination of
                    Employment Agreements for W. Leo Kiely III,
                    Alvin C. Babb, and William H. Weintraub.
                    (Incorporated by reference to Exhibit 10.17
                    to Form 10-K for the fiscal year ended December 26, 1993)

                  Exhibit 10.15  -  Revolving Credit Agreement, dated as of
                    December 12, 1994.

                  Exhibit 10.16* -  Employment Contract and Termination
                    Agreement for Timothy V. Wolf. (Incorporated
                    by reference to Exhibit 10.16 to Form 10-K
                    for the fiscal year ended December 31, 1995)

                  Exhibit 10.17  -  Adolph Coors Company Stock Unit Plan.
                    (Incorporated by reference to Registration
                    Statement on Form S-8 filed on June 6, 1995)

                  Exhibit 10.18* -  Employment Contract and Termination
                    Agreement for L. Don Brown.

                  Exhibit 10.19* -  Coors Brewing Company 1997 Annual
                    Management Incentive Compensation Plan.

                  Exhibit 10.20  -  Form of Coors Brewing Company
                    Distributorship Agreement. (Introduced 1996)

                  Exhibit 21     -  Subsidiaries of the Registrant.

                  Exhibit 23     -  Consent of Independent Accountants.

    *Represents a management contract.

(b)  Reports on Form 8-K

A report on Form 8-K dated October 28, 1996, was submitted
announcing an arbitration panel's ruling in the Company's legal
proceedings against Molson  and related parties. See further
discussion in Item 1 Business of this filing.

(c)  Other Exhibits

None

(d)  Other Financial Statement Schedules

None

Other Matters

To comply with the July 13, 1990, amendments governing Form S-8
under the Securities Act of 1933, ACC offers as follows, which is
incorporated by reference into ACC's Registration Statements on
Form S-8 No. 33-2761 (filed January 17, 1986); No. 33-35035
(filed May 24, 1990); No. 33-40730 (filed May 21, 1991); and No.
33-59979 (filed June 6, 1995); and on Form S-3 No. 33-33831
(filed March 14, 1990):

Even though ACC could indemnify its directors, officers, and
controlling persons for liabilities arising under the Securities
Act of 1933 under SEC regulations, the SEC has indicated that
such indemnification is against public policy and unenforceable.
If a director, officer, or controlling person requests indemnification 
for liabilities arising from securities being registered (other than for 
reimbursements of amounts paid for the successful defense of any lawsuit), 
ACC will ask a court if such indemnification is against public policy 
and will follow that court's ruling.
                     
                                EXHIBIT 21

              ADOLPH COORS COMPANY AND SUBSIDIARIES
                 SUBSIDIARIES OF THE REGISTRANT

The following table lists ACC's subsidiaries and the respective
jurisdictions of their organization or incorporation as of
December 29, 1996. All subsidiaries are included in ACC's
consolidated financial statements.

                                                      State/country of
                                                      organization or
                Name                                   incorporation

Coors Brewing Company                                   Colorado
   Coors Brewing Company International, Inc.            Colorado
    Coors Brewing International C.V.(a)                 The Netherlands
     Coors Brewing Iberica, S.A.                        Spain
     Coors Services, S.A.                               Switzerland
   Coors Distributing Company                           Colorado
   Coors Energy Company                                 Colorado
    Gap Run Pipeline Company                            Colorado
   Coors Global, Inc.                                   Colorado
   Coors Intercontinental, Inc.                         Colorado
   CBC International, Inc.                              Delaware
   Coors Transportation Company                         Colorado
   The Rocky Mountain Water Company                     Colorado
   The Wannamaker Ditch Company                         Colorado
   Coors Japan Company, Ltd.                            Japan
Coors Export Ltd.                                       Barbados, West Indies

 (a) Organized as a partnership for foreign purposes and as a corporation
     for U.S. purposes.

                           EXHIBIT 23
                                
               Consent of Independent Accountants

We hereby consent to the incorporation by reference in the
Prospectus constituting part of the Registration Statement on
Form S-3 (No. 33-33831) and in the Registration Statements on
Form S-8 (No. 33-2761), (No. 33-35035), (No. 33-40730), and (No.
33-59979) of Adolph Coors Company of our report dated February
18, 1997 appearing on page 27 of this Form 10-K.

PRICE WATERHOUSE LLP

Denver, Colorado
March 25, 1997
                           SIGNATURES

Pursuant to the requirements of Section 13 or 15 (d) of the
Securities Exchange Act of 1934, the Registrant has duly caused
this report to be signed on its behalf by the undersigned,
thereunto duly authorized.


ADOLPH COORS COMPANY

By  /s/ William K. Coors

       William K. Coors
       Chairman and President
       (Chief Executive Officer)

By  /s/ Timothy V. Wolf

       Timothy V. Wolf
       Vice President and
       Chief Financial Officer
       (Principal Financial Officer)
       (Principal Accounting Officer)

Pursuant to the requirements of the Securities Exchange Act of
1934, this report has been signed below by the following
directors on behalf of the Registrant and in the capacities and
on the date indicated.

By  /s/ Joseph Coors                          By  /s/ J. Bruce Llewellyn

       Joseph Coors                                  J. Bruce Llewellyn
       Vice Chairman

By  /s/ Peter H. Coors                        By  /s/ Luis G. Nogales

       Peter H. Coors                                Luis G.Nogales
       Chief Executive Officer
       Coors Brewing Company

By  /s/ Wayne R. Sanders                      By  /s/ Pamela H. Patsley

       Wayne R. Sanders                              Pamela H. Patsley


March 25, 1997
  

<TABLE> <S> <C>

<ARTICLE> 5
<CIK> 0000024545
<NAME> ADOLPH COORS COMPANY
<MULTIPLIER> 1000
<CURRENCY> USD
       
<S>                             <C>
<PERIOD-TYPE>                   YEAR
<FISCAL-YEAR-END>                          DEC-29-1996
<PERIOD-START>                             JAN-01-1996
<PERIOD-END>                               DEC-29-1996
<EXCHANGE-RATE>                                      1
<CASH>                                          110905
<SECURITIES>                                         0
<RECEIVABLES>                                   114343
<ALLOWANCES>                                         0
<INVENTORY>                                     121070
<CURRENT-ASSETS>                                416642
<PP&E>                                          814102
<DEPRECIATION>                                       0
<TOTAL-ASSETS>                                 1362536
<CURRENT-LIABILITIES>                           292448
<BONDS>                                         176000
                                0
                                          0
<COMMON>                                          9989
<OTHER-SE>                                      705498
<TOTAL-LIABILITY-AND-EQUITY>                   1362536
<SALES>                                        2111544
<TOTAL-REVENUES>                               1732233
<CGS>                                          1117866
<TOTAL-COSTS>                                  1651214
<OTHER-EXPENSES>                                (7863)
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                               13907
<INCOME-PRETAX>                                  74975
<INCOME-TAX>                                     31550
<INCOME-CONTINUING>                              43425
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     43425
<EPS-PRIMARY>                                     1.14
<EPS-DILUTED>                                     1.14
        

</TABLE>


This Agreement between Coors Brewing Company ("Coors") and LEGAL
NAME, DBA TYPE DBA NAME of MARKET AREA, STATE ("Distributor"), a
TYPE OF LEGAL ENTITY organized under the laws of the State of
___________________, is made effective as of January 1, 1997.

1. PURPOSE

1.1   This Agreement sets forth the respective obligations of
      Coors and Distributor regarding the sale by Coors to Distributor
      of only those Coors products listed on Exhibit A (the "Products")
      and Distributor's resale of the Products to retailers.  Coors may
      amend Exhibit A from time to time to add new products.  The
      purpose of this Agreement is to support and promote the
      acceptance and popularity of the Products with consumers
      resulting in the success of Distributor and Coors.

1.2   Distributor and Coors agree that this Agreement includes by
      reference the terms of the Coors Distributor Standards Manual
      (the "Standards Manual"), as amended from time to time, but no
      more frequently than annually, by Coors, and the terms of the
      letter confirming the appointment of Distributor (the
      "Appointment Letter").  The implementation, performance and
      enforcement of the terms of this Agreement and the Standards
      Manual shall be subject to the duty of good faith and fair dealing.

2. APPOINTMENT

2.1   Coors hereby appoints Distributor as its sole wholesale
      distributor of, and grants Distributor the right to sell the
      Products only in the Market Area described in Exhibit B (the
      "Market Area").  The purpose of designating the Market Area is to
      establish geographic boundaries within which Distributor is
      accountable for quality control of Products and within which
      Coors can evaluate Distributor's performance of its obligations
      under this Agreement.  Except as indicated below, Coors will not
      grant to any other distributor the right to sell the Products in
      the Market Area.

2.2   Distributor shall not sell, deliver or transfer any Product
      to any retail account outside the Market Area or to any person
      Distributor knows or has reason to believe will sell or transfer
      any of the Products outside the Market Area.  Notwithstanding the
      foregoing and where permitted by law, Distributor may, with the
      prior written approval of Coors, sell one or more Products
      outside the Market Area to the extent and so long as Coors shall
      authorize.  Nothing herein shall prohibit Distributor from
      selling Products to, or purchasing Products from, another Coors
      distributor for the purposes of eliminating product shortages or
      inventory imbalances.  Distributor shall not supply Products to
      any retail account that sells, delivers or transfers Products to
      other retail accounts without Coors' prior written approval and
      compliance with such conditions as Coors shall require.

2.3   If the exclusive rights granted in section 2.1 are or shall
      become prohibited under federal law or the laws of the state in
      which the Market Area is located, then such provision shall not
      apply.  In that event, Coors appoints Distributor as a non-
      exclusive distributor of, and grants Distributor the right to
      sell the Products in, the Market Area, which shall be
      Distributor's primary area of responsibility for sale of the
      Products.  In the event applicable law shall require appointment
      of Distributor pursuant to this provision, Distributor shall
      provide to Coors all information required by the Standards Manual
      for sales outside of Distributor's Market Area.

2.4   Distributor hereby accepts such appointment.  Distributor
      acknowledges that it has paid no consideration to Coors in
      exchange for this appointment.

2.5   Notwithstanding the provisions of section 2.1, if
      applicable, Coors may, after giving notice to Distributor, permit
      another person or persons to sell, or Coors may sell one or more
      Products within the Market Area to the extent and so long as
      Distributor is unable or unwilling to provide uninterrupted
      service to accounts within all or any part of the Market Area,
      provided, where required, permission to do so is obtained from
      the appropriate state regulatory authorities.

3. TERM

3.1   This Agreement shall continue in effect from the effective
      date hereof until terminated or amended pursuant to the terms hereof.

3.2   Due to the advisability of changes being made in this
      Agreement from time to time, this Agreement may be amended, as follows:

3.2.1 Concurrently with the submission of a proposed
      amendment of this Agreement to the Distributor, Coors will submit
      to all other Coors distributors in the United States that have
      signed a distributorship agreement in substantially similar form,
      an amendment identical to the amendment submitted to the
      Distributor, except for any change necessary in Coors' opinion to
      comply with the requirements of state law and the provisions
      contained in any distributor's Appointment Letter.

3.2.2 Distributor shall indicate its acceptance of all of the
      terms of the proposed amendment by signing and returning to Coors
      four (4) copies of the executed amendment.  If four (4) copies of
      the executed amendment shall not have been received by Coors
      within 90 days after receipt by the Distributor, this Agreement
      shall automatically terminate and both Coors and the Distributor
      shall have no further right or obligation hereunder, except under
      those terms which explicitly survive the termination hereof.

4. DUTIES OF DISTRIBUTOR

Distributor shall actively and aggressively solicit business from
every licensed retail account in the Market Area in order to accomplish 
the purposes of this Agreement and to achieve and maintain the highest 
practicable distribution of the Products in the Market Area.  In particular,
Distributor shall:

4.1   Diligently perform quality control practices and procedures
      throughout the Market Area, in accordance with the Standards Manual.

4.2   Achieve such reasonable performance goals as Coors, with
      input from Distributor, may establish for Distributor from time
      to time and communicate in writing to Distributor.

4.3   Maintain wholesale inventories at levels recommended by Coors.

4.4   Maintain sufficient working capital to operate Distributor's business 
      so as to comply with Distributor's obligations under this Agreement.

4.5   Know and adhere to all local, state and federal laws and
      regulations applicable to Distributor's business.  Distributor
      shall promptly report to Coors any notice of change, suspension
      or expiration of any permit or license required by any federal,
      state or municipal agency.

4.6   Provide accurate and timely Product forecasts in accordance
      with the terms of the Standards Manual.

4.7   Actively promote and market all Coors recommended packages
      of each Product by following such standards for Product
      distribution and execution as Coors may from time to time
      provide, as found in the Standards Manual, and by cooperating in
      Coors' distributor sales and marketing promotions.

4.8   Provide adequate warehouse area to receive, ship and store
      Products handled by Distributor, refrigerated to the standards
      set forth in the Standards Manual; and implement and maintain
      delivery procedures to minimize temperature increases of the Products.

4.9   Provide uninterrupted sales and services to all retail
      accounts in the Market Area except as precluded by acts of God,
      war or conditions of national, state or local emergencies.
      Distributor shall diligently attempt to prevent any service
      interruption and to restore service as quickly as practicable
      after any interruption.

4.10  Furnish to Coors, as Coors may from time to time request
      during the term of this Agreement, by a date specified by Coors
      reasonably in advance, a detailed business/marketing plan, in the
      form and covering the matters directed by Coors.

4.11  Maintain adequate information and records of sales and
      service calls and deliveries; maintain sales and inventory
      reports; and maintain such other books and records as requested
      by Coors for purposes of internal operational control.  Maintain
      and submit to Coors such marketing and sales data, organizational
      and other operational records and reports as may be requested by
      Coors from time to time.

4.12  Maintain and submit to Coors at least annually, no later
      than 120 days after the end of Distributor's fiscal year, and
      more frequently as requested by Coors, complete and accurate
      financial statements, including a balance sheet as of the end of
      such year or other period and related statements of income and
      cash flows for the year or other such period then ended.  Such
      statements shall be compiled, reviewed or audited by a certified
      public accountant, shall be signed by an officer of Distributor,
      which signature shall constitute a representation that to the
      best of the officer's knowledge and belief, the statements fairly
      and accurately reflect the financial condition of Distributor's
      business as of the end of the fiscal year or other period and the
      results of its operations for the year or other period then
      ended; and to the extent practicable, shall be prepared in
      accordance with generally accepted accounting principles.  If
      such financial statements are not signed by an officer of
      Distributor, delivery of the statements to Coors shall constitute
      Distributor's representation that the financial statements
      conform to these standards.  Upon request, Distributor shall
      provide Coors with accurate financial statements in similar form
      and with the same representations for any  parent  entity owning
      an  80% or more interest in Distributor. Distributor recognizes
      that provision of such information is based upon Coors'
      continuing interest in the financial soundness and viability of
      Distributor's business.  Except when requested by Distributor,
      Coors shall maintain in confidence all financial information
      submitted by Distributor under this section, provided that Coors
      may use such information internally and with its consultants,
      provided said consultants similarly agree to maintain the
      information in confidence.  Coors may also use such information
      in preparing composite financial information for groups of
      distributors and such information may be disclosed to other
      distributors, provided the identity of any distributor whose
      financial information is a part of the composite shall not be
      disclosed and is not ascertainable from the composite information.  
      All financial information submitted by Distributor under this 
      section shall be maintained in the Coors "Credit Department," in 
      Golden, Colorado.  All requests to review such information shall be 
      presented for approval by the "Wholesaler Network Department."  Any 
      such information released to a "Field Business Area" ("FBA") office 
      shall be given only to the Area Vice President ("AVP") or other FBA 
      employees at the "Director" level or above.

4.13  Permit Coors' representatives to inspect all aspects of
      Distributor's operations relating to the Products, including all
      books and sales records at such times as Coors may reasonably
      request.  Distributor shall respond promptly and in good faith to
      all requests by Coors for the information required under sections
      4.11 and 4.12 and such additional information as shall be
      reasonably requested by Coors.

4.14  Maintain a "Coverage Ratio" of no less than 1.1 to 1, unless
      in the reasonable opinion of Coors, based upon factors published
      by Coors from time to time, there are sound operational or
      financial reasons why such ratio need not be maintained.  The
      "Coverage Ratio," at any point in time, is defined to be earnings
      before interest expense, taxes, dividends (or additional
      salaries, if applicable, e.g., for S corporations), depreciation
      and amortization, all for the 12-month period ending on the last
      day of the preceding month, divided by the sum of interest
      expense for such preceding 12-month period and capital lease and
      principal payments on debt due during the next 12-month period
      commencing on the first day of the current month; all as
      determined from Distributor's annual or periodic financial
      statements prepared in accordance with section 4.12.

5. REPRESENTATIONS AND WARRANTIES OF DISTRIBUTOR

5.1   The representations and warranties made by Distributor in
      connection with its application for the distributorship rights
      granted hereunder are material inducements upon which Coors has
      relied in selecting Distributor for the appointment made pursuant
      to this Agreement. Distributor hereby represents and warrants
      that all information contained in its application and in the
      Appointment Letter are true, complete and accurate.  Distributor
      shall promptly notify Coors in writing of any material change in
      such information.

5.2   Coors shall continually rely upon the information referred
      to in section 5.1 and upon the financial, sales, statistical and
      other information previously and hereafter provided by
      Distributor to Coors hereunder.  Distributor warrants the
      continuing accuracy and completeness of all such information.

5.3   Distributor represents that it has all federal, state and
      municipal permits and licenses necessary to distribute the
      Products in the Market Area as contemplated hereby.

6. TERMS OF SALE

6.1   Distributor shall have the sole and exclusive right to
      establish the price for resale of the Products.

6.2   All sales of Products by Coors to Distributor shall be at
      such prices and on such cash or credit terms as Coors shall
      establish from time to time. Coors may, from time to time, in its
      sole discretion, change prices and terms and conditions of sales,
      delivery and payment.

6.3   Coors reserves the right to modify or discontinue the sale
      of any Product, package or container on a national, regional,
      state or other basis.

6.4   Coors shall have the right to place the Distributor on
      allocation when the supply of any Product is for any reason
      insufficient to meet the demands of all distributors.  Coors
      shall not be liable to Distributor for failure to make any
      delivery to Distributor or delay in any delivery if caused by
      lack of supply or by any circumstances beyond the reasonable
      control of Coors.

6.5   Products sold to Distributor hereunder shall be shipped from
      the locations designated by Coors from time to time, and Coors
      may at any time change the designated source brewery.

7. CHANGES IN MANAGEMENT

7.1   The parties acknowledge that this is a personal services
      contract entered into in reliance upon and in consideration of
      the personal qualifications of the "Principal Manager,"
      "Operating Manager," or any "Manager" identified in Distributor's
      Appointment Letter.  If any person so identified as a Principal
      Manager, Operating Manager or any other Manager in Distributor's
      Appointment Letter, or any other person hereafter approved as a
      successor to such person, ceases to serve in that capacity or to
      devote full time to that function, Distributor shall give
      immediate written notice to the Coors' field sales office.

7.2   Coors may, in its discretion, disapprove any proposed
      successor Principal Manager, Operating Manager, or Manager if, in
      its reasonable judgment, the proposed successor does not meet the
      management standards established and published by Coors from time
      to time.  Any failure by Coors to disapprove a proposed successor
      Manager shall not be construed as Coors' determination with
      respect to the qualifications of such successor.  Distributor and
      Coors shall cooperate to identify a person meeting the management
      standards and accomplishing the purposes of this Agreement.

7.3   Distributor shall prepare and update, as applicable, a succession plan 
      for the ownership and management of Distributor's business.

8. CHANGES IN CONTROL AND OWNERSHIP OF DISTRIBUTOR

8.1   If Distributor is a corporation, limited liability company
      ("LLC"), partnership or other entity, Coors' written approval
      shall be obtained prior to (A) any change in the record or
      beneficial ownership of 10 percent or more of Distributor's
      outstanding stock, membership interests, partnership interests or
      other ownership or equity interests, determined on a cumulative
      basis from the effective date of the last approved ownership
      change of this Agreement; (B) any change in such ownership that
      results in a change in majority control of Distributor; (C) any
      change in any of Distributor's principal officers, directors or
      managing partners (or managers if Distributor is an LLC); or (D)
      any resignation, removal or admission of any additional or
      substitute general partner of Distributor or of any general
      partner of a Distributor partnership.

8.2   Distributor shall not, without the prior written approval of
      Coors, assign, pledge, hypothecate or otherwise encumber this
      Agreement or any rights hereunder.  Distributor shall not cause
      or permit the assignment, pledge, encumbrance or hypothecation of
      any ownership interest in Distributor, whether in the form of
      stock, membership interests or otherwise.  In the event Distributor shall
      assign, pledge or hypothecate this Agreement or the rights hereunder 
      without Coors' consent, such assignment shall be void.

8.3   Distributor shall not, without the prior written approval of
      Coors, change the form of business entity or permit the
      occurrence of any merger, consolidation or event or series of
      events that have the effect of transferring the ownership,
      control or management of Distributor.

8.4   Distributor may, without Coors' consent, acquire the rights
      to sell other brands of beer or other beverages in the Market
      Area or elsewhere, provided the transaction by which such brands
      are acquired does not involve a transaction requiring Coors'
      consent or review under sections 8.1, 8.2, 8.3, 8.5 or 8.6.  The
      acquisition of such other brands shall not reduce Distributor's
      obligations to Coors.  At least 30 days prior to the closing of
      an acquisition relating to other brands or products, which
      acquired brands or products are likely to result in Distributor
      revenues greater than 25% of Distributor's prior year total
      revenues from the sale of beer or other beverages, Distributor
      shall provide the applicable Coors' AVP with information and
      assurances for performance in efforts, resources and manpower
      such that there will be no dilution of effort as to the Products.

8.5   The sale, transfer or disposition of any portion of
      Distributor's business that includes the purchase and sale of
      Products (the "Sale Transaction"), whether in the form of sale of
      assets, stock, membership interests or partnership interests,
      merger or otherwise, including transfers by operation of law,
      except as provided in section 8.9, shall be subject to Coors'
      prior approval of the prospective purchaser or successor as
      provided in sections 8.6 and 8.7 and to the terms of this section 8.5.

8.5.1 If Distributor desires to pursue a Sale Transaction
      regardless of the form of such proposed transaction, Distributor
      shall meet with Coors to discuss Distributor's plans and shall
      give Coors written notice (a "Sale Notice") of Distributor's
      intent to effect a Sale Transaction prior to conducting
      discussions with any third party, including another of Distributor's 
      suppliers.  If Distributor receives an unsolicited offer for a Sale 
      Transaction, no meeting with or notice to Coors shall be required 
      unless and until Distributor has the intent to sell the business.  
      Coors shall not be obligated to review any request for approval of a 
      Sale Transaction under section 8.6 until Distributor meets with Coors 
      to discuss such matter, gives Coors a Sale Notice and permits Coors to 
      exercise its rights under section 8.5.2.

8.5.2 Upon receipt of a Sale Notice from Distributor, Coors
      or any affiliate or assignee of Coors (for purposes of this
      Article 8 referred to as "Coors") shall have the right to
      negotiate exclusively with Distributor for a Sale Transaction
      that is contemplated by a Sale Notice.  If, for the most recent
      prior year, the Products represent less than 20% of Distributor's
      total revenues attributable to beverage sales, Coors may elect to
      negotiate to purchase that portion of Distributor's business
      relating to the sale of Products (the "Coors' Business").  In the
      event that the proposed Sale Transaction shall have created a
      right in another of Distributor's suppliers (or its assignee) to
      purchase all or a portion of the Distributor's business that is
      the subject of the proposed Sale Transaction (such that Coors
      cannot purchase the entire Sale Transaction), Coors shall also
      have the right to negotiate for the Coors' Business.  Within 30
      days after receipt of the Sale Notice, Coors shall notify the
      Distributor in writing whether or not Coors will exercise its
      right to negotiate exclusively for the Sale Transaction or the
      Coors' Business.  If Coors elects not to so negotiate, or if
      Coors fails within such 30-day period to notify Distributor of
      its intent to so negotiate, then Coors' right to negotiate
      exclusively shall be deemed waived.  If Coors notifies
      Distributor of its intent to negotiate for the Sale Transaction
      or only the Coors' Business, Distributor and Coors shall
      negotiate exclusively and in good faith for a period of 120 days,
      commencing on Distributor's receipt of Coors' notice of its
      election to negotiate.  If such negotiations result in an
      agreement between Distributor and Coors, the parties shall
      promptly consummate closing of the transaction pursuant to such
      agreement.  If Coors and Distributor fail to reach an agreement
      to purchase within such 120-day period, or if Coors waives its
      right to negotiate, then Distributor may proceed to negotiate
      with a third party; provided, however, that if, for the most
      recent prior year, the Products represent less than 20% of
      Distributor's total revenues attributable to beverage sales or if
      the third party is another of Distributor's suppliers (or its
      assignee), Coors may elect to purchase (and close contemporaneously 
      with the closing of a third party Sale Transaction) the Coors' Business
      at its fair market value, determined according to the appraisal process
      set forth in section 8.5.3.1; and, provided that completion of any 
      such third-party transaction shall be subject to the terms of sections
      8.5.3, 8.6 and 8.7.  If the resulting Sale Transaction with a third 
      party does not close within one year after termination or waiver of the
      120-day negotiation period, Coors shall be entitled to a new Sale 
      Notice under section 8.5.1 and the provisions of
      this section 8.5.2 shall again apply.

8.5.3 If, after Distributor and Coors have negotiated as
      provided in section 8.5.2, they have not reached an agreement
      under such provision, and if, within a period of one year after
      the termination of the 120-day negotiation period, Distributor
      receives a bona fide offer for a Sale Transaction from a third
      party and such offer is (A) at a purchase price that is valued as
      provided herein at equal to or less than any purchase price
      previously offered by Coors, in writing, pursuant to the
      negotiations under section 8.5.2; or (B) for a Sale Transaction
      that is substantially different, either in form or as to the
      extent of the Distributor's business being sold, from the Sale
      Transaction contemplated by the Sale Notice, then, for a period
      of 30 days after receipt of Distributor's written request for
      Coors' approval of the proposed transfer to such third party
      under section 8.6 (the "Approval Request), Coors shall have the
      right to purchase that portion of Distributor's business subject
      to the proposed third party Sale Transaction at the purchase
      price applicable to the proposed Sale Transaction.  Coors may
      exercise such right by giving written notice to Distributor
      within such 30-day period (the "Exercise Period"), whereupon
      Distributor shall promptly execute such documents as shall be
      reasonably required by Coors to complete the Sale Transaction with Coors.

     8.5.3.1   In the event that the terms of the Sale Transaction to
           the third party provide for a portion of the purchase price to be
           paid in property, services or other consideration other than cash
           (the "Non-Cash Consideration"), then the purchase price shall be
           calculated including the fair market value of such property,
           services or other consideration.  Failing agreement by
           Distributor and Coors, the fair market value shall be determined
           by a single independent appraiser appointed as hereafter
           described.  Within 30 days after the Approval Request,
           Distributor and Coors shall each appoint an independent appraiser
           knowledgeable as to the valuation of such property and within 15
           days thereafter those two persons shall select the independent
           appraiser.  The independent appraiser shall promptly determine
           the fair market value of the Non-Cash Consideration. The Non-Cash
           Consideration shall be paid in cash at closing by Coors in the
           event Coors shall exercise the right  to purchase granted  by
           this section 8.5.3. The costs and expenses of the three
           appraisers shall be shared equally by Distributor and Coors.
     
     8.5.3.2   The Exercise Period shall be extended until 30 days
           after the completion of the reports of the independent appraiser.
           If Coors fails to exercise its purchase right within the Exercise
           Period or extension thereof, Distributor may proceed with the
           Sale Transaction to the third party, provided that completion of
           such transaction shall be subject to the terms of sections 8.6
           and 8.7.  If the proposed third party Sale Transaction is not
           closed within one year after the termination of Coors' right to
           purchase under this section 8.5.3, Coors shall be entitled to a
           new Sale Notice and the provisions of section 8.5.2 and this
           section 8.5.3 shall again apply.
          
8.6   Prior to effecting any Sale Transaction, subject to the
      other provisions of this Article 8, Distributor will submit to
      Coors a copy of the proposed agreement for transfer and shall
      cause the prospective purchaser to submit to Coors a completed
      distributorship application and such other forms and information
      as may be requested by Coors.  Coors shall review the application
      in light of the then current market conditions in the Market
      Area.  Completion of the Sale Transaction shall be effected only
      after:  Coors has approved, in writing to Distributor, the
      prospective purchaser and the terms of the Sale Transaction; the
      prospective purchaser has agreed in writing to assume all of the
      terms and conditions of this Agreement; all accounts between
      Distributor and Coors have been settled, or adequate security has
      been posted by Distributor or Coors, as the case may be, to
      secure any account that is disputed; and a complete and absolute
      mutual release between Distributor and Coors, covering all
      matters other than product liability, shall have been executed
      and delivered by each party to the other in a form satisfactory
      to Distributor and Coors.

8.7   Coors has the right to do business with persons of its own
      choosing and shall have complete discretion to approve any
      prospective purchaser of Distributor's business.  From time to
      time, Coors will promulgate guidelines regarding the criteria for
      evaluation of distributor candidates.

8.8   If Coors disapproves a Sale Transaction under section 8.6,
      then for a period of 30 days after it gives notice to Distributor
      of such disapproval, Coors or its assignee shall have the right
      to purchase that portion of Distributor's business relating to
      the Sale Transaction at the purchase price of the disapproved
      Sale Transaction.  Non-Cash Consideration shall be valued under
      the procedures set forth in section 8.5.3.1.  In the event that
      the sale transaction involves Non-Cash Consideration, the period
      within which Coors may exercise its right to purchase shall be
      extended until 30 days after the completion of the report of the
      independent appraiser.

8.8.1 In the alternative, if, for the most recent prior year,
      the Products represent less than 20% of Distributor's total
      revenues attributable to beverage sales, Coors may elect within
      the same 30-day period to purchase from Distributor the Coors
      Business at fair market value determined according to the
      appraisal procedures set forth in section 8.5.3.1.  Coors may
      purchase such other assets and portion of Distributor's business
      as Coors and Distributor may agree.

8.8.2 Coors shall not be entitled to exercise the purchase
      rights under this section if the proposed purchaser under the
      Sale Transaction is a member of Distributor's immediate family
      (as defined in section 8.9) and the proposed price is
      substantially below fair market value as determined by the
      appraisal process under section 8.5.3.1.

8.8.3 As promptly as practicable after notice of exercise of
      the purchase rights under this section, Distributor shall execute
      and deliver to Coors such documents as shall be required to
      complete the Sale Transaction or alternate purchase transaction.

8.9   Notwithstanding any provision of this Article 8, no approval
      by Coors shall be required for any transfer of ownership in the
      distributorship upon the death or incompetence of the Distributor
      or its principal owner to or for the benefit of a member of
      Distributor's or such principal owner's immediate family.  For
      the purposes of this provision and section 8.8.2, immediate family 
      shall be limited to parent, spouse, sibling, adult child and adopted 
      adult child.  The provisions of Article 7 shall apply to any change in
      Manager regardless of the application of this section 8.9.

9. TRADEMARKS

9.1   Distributor acknowledges that the trademarks, trade names,
      service marks and other trade designations Coors uses in
      connection with all Products and other products sold or licensed
      to be sold by Coors are and shall remain the sole and exclusive
      property of Coors.  Coors reserves all rights with respect
      thereto, including without limitation the right to license the
      use of its trademarks and trade names, designs, brand names,
      labels, promotional slogans and service marks on merchandise,
      goods, items and services.

9.2   Coors hereby grants Distributor, for the term of this
      Agreement only, a limited, non-assignable and non-transferable
      right to use those Coors' trademarks and trade names associated
      with the Products in distributing, advertising and promoting the
      sale of the Products.  All such usage shall be in accordance with
      the policies set forth in the Distributor Standard on Trademark
      Licensing contained in the Standards Manual.

9.3   Unless Distributor was operating under a name including the
      name "Coors" prior to July 1, 1989, Distributor shall not include
      in its business or corporate name the name "Coors" or any other
      trademark or trade name of Coors without Coors' prior written
      consent.  If any such name is used as part of Distributor's
      business or corporate name, regardless of when such usage
      commenced, upon termination of this Agreement, or sale of the
      distributorship or sale of the rights granted under this
      Agreement, Distributor shall, at its own expense, immediately
      change its name and discontinue all use and display thereof.
      Upon termination of this Agreement, upon sale of the
      distributorship or sale of the rights granted under this
      Agreement or upon written request from Coors, all rights
      conferred under this Article 9 shall terminate and Distributor
      shall discontinue the display and use of any trademark or trade
      name of Coors or any other name resembling such trademark or
      trade name.  Prior to leasing, selling or transferring any
      vehicle, facility, equipment, office supplies or other property
      bearing any trademark or trade name of Coors, Distributor shall
      remove or cause the removal of such trademark or trade name.

10. TERMINATION OF AGREEMENT

10.1  This Agreement may be terminated at any time by mutual agreement of the
      parties or by Distributor upon 90 days' prior written notice to Coors.

10.2  Upon the occurrence of any of the following events, Coors
      may, by giving written notice to Distributor, immediately
      terminate this Agreement, without obligation to comply with the
      provisions of section 10.3 and without paying any amount to
      Distributor except with respect to the repurchase of
      Distributor's inventory pursuant to section 10.5:

10.2.1  Revocation or non-renewal of Distributor's federal,
        state or local license or permit to sell or distribute beer.

10.2.2  Suspension for a period of 14 calendar days of the
        Distributor's federal, state or local license or permit to sell
        or distribute beer.

10.2.3  The inability of Distributor to pay its debts as they
        mature; or Distributor's liabilities exceed the fair market value
        of its assets; or the filing by Distributor of a voluntary
        petition seeking relief under any provision of any bankruptcy or
        other law for the relief of debtors; or the filing of a petition
        seeking to have distributor declared bankrupt or seeking any
        reorganization or recapitalization of distributor, unless such
        petition shall have been vacated within 30 days from the filing
        thereof prior to the effective date of the termination of this
        Agreement; or the appointment of a receiver or trustee for a
        substantial portion of the property or assets of Distributor,
        unless such appointment shall have been vacated within 30 days
        from the date thereof and prior to the effective date of the
        termination of this Agreement; or the execution by Distributor of
        an assignment for the benefit of creditors; or the dissolution or
        liquidation of Distributor.

10.2.4  Conviction of Distributor, any owner of Distributor or
        any Manager of a felony or other crime that, in Coors' reasonable
        judgment, may adversely affect the goodwill of Distributor or Coors.

10.2.5  Fraudulent conduct or misrepresentation on the part of Distributor,
        any owner of Distributor, any Manager or any supervisory employee 
        of Distributor in dealing with Coors or the Products.

10.2.6  Distributor's failure to pay Coors for Products
        purchased from Coors, when such payment is due under the terms
        and conditions of sale established by Coors from time to time.

10.2.7  Intentional conduct by the managers or employees of
        Distributor in permitting the Sale of Products outside the
        quality standards set forth in the Standards Manual.

10.2.8  Completion of any transaction requiring Coors' prior
        approval under Article 8 without obtaining such approval.

10.2.9  The cessation of the Distributor's business for five
        consecutive days, unless such cessation is the result of acts of
        God, war or conditions of national, state or local emergencies.

10.3 The following shall be considered "Deficiencies":

10.3.1  Failure by Distributor to comply with any of the
        requirements of the Standards Manual;

10.3.2  The failure of any representation or warranty under
        Article 5 hereof;

10.3.3  Failure by Distributor to comply with any of the
        commitments of the Appointment Letter;

10.3.4  Failure by Distributor to achieve reasonable performance requirements
        established pursuant to sections 4.1 and 4.2 of this Agreement and 
        the procedures set forth in the Standards Manual;

10.3.5  Failure by Distributor to make timely payment of any
        other obligation owing to Coors;

10.3.6  Conduct unbecoming a reputable business person, which,
        in the reasonable opinion of Coors, may adversely affect the
        reputation of Coors or the reputation of the Products;

10.3.7  Failure by Distributor to submit to Coors a succession
        plan, as provided in section 7.3;

10.3.8  Failure by Distributor to perform any of the other
        obligations, duties or responsibilities under this Agreement.

10.4 Coors may, at any time, give Distributor written notice of a Deficiency.

10.4.1  If the Deficiency is the Distributor's failure to
      achieve any sales performance requirement established by Coors
      pursuant to section 4.2 and the system set forth in the Standards
      Manual, then within 30 days of the Distributor's receipt of
      notice thereof, a representative of Coors shall communicate with
      the Distributor Manager(s) to discuss a process by which such
      sales performance deficiency will be cured.  Coors shall provide
      assistance to the Distributor in formulating a plan and timetable
      for corrective action, including participation by representatives
      of Coors in the performance improvement plan described in the
      Standards Manual.  No later than 60 days after the initial
      discussions with Coors following the notice of sales performance
      deficiency, the Distributor shall provide to Coors a completed
      plan, in form reasonably acceptable to Coors, describing the
      process and timetable for corrective action.  Thereafter, for the
      duration of the time period of the cure process, Coors shall
      provide special assistance to the Distributor pursuant to the
      performance improvement plan described in the Standards Manual.

10.4.2  If the Deficiency relates to other than sales
      performance, Coors shall specify the reasons for such notice, the
      items to be corrected and the time period within which each
      Deficiency must be corrected.  To the extent that such Deficiency
      cannot reasonably be corrected within 30 days of the receipt of
      Coors' written notice of Deficiency, Distributor shall have a
      period of 30 days from such notice to submit a detailed plan and
      timetable of corrective action for Coors' review.  Coors and
      Distributor shall agree upon a reasonable timetable to correct to
      Coors' satisfaction each Deficiency set forth in Distributor's
      plan of corrective action, but in no event shall such period
      exceed 120 days from Coors' notice of Deficiency.  Distributor shall 
      not be permitted to cure any Deficiency which has been the subject of a
      previous notice of deficiency and cure on two or more prior occasions 
      within the 24-month period prior to the subject deficiency.

10.4.3  If Distributor fails to cure any Deficiency set forth
      in the notice from Coors under either section 10.4.1 or section
      10.4.2 to Coors' reasonable satisfaction within the appropriate
      period provided in section 10.4.1 or section 10.4.2 or if the
      subject deficiency has been the subject of a previous notice of
      deficiency and cure on two or more prior occasions within the
      prior 24-month period, Coors may, by giving written notice to
      Distributor, immediately terminate this Agreement.  In lieu of
      termination and notwithstanding the provisions of section 2.1,
      Coors may elect to alter Exhibit B so as to reduce Distributor's
      Market Area and/or alter Exhibit A so as to remove one or more of the 
      Products that the Distributor may buy and resell under this Agreement.

10.5  Promptly upon expiration or termination of this Agreement
      for any reason, Distributor will sell and deliver to Coors, or as
      directed by Coors, at Distributor's laid-in costs, Distributor's
      inventory of Products complying with Coors' quality standards as
      of the date of termination.  "Laid-in costs" shall mean the
      delivered purchase price paid by Distributor to Coors for such
      Products, plus deposits, plus the amount of any state and local
      taxes paid by Distributor in connection with the purchase of such
      Products.  Distributor shall separate all inventory not complying
      with Coors' quality standards ("Noncomplying Inventory") and
      follow Coors' instructions for disposition of such Products.
      Payment by Coors shall be conditioned on Distributor's compliance
      with the terms of this paragraph. All of Distributor's
      Noncomplying Inventory shall be destroyed by Distributor.  All
      Products in the retail market more than 14 days "out of code"
      shall also be destroyed and replaced by Distributor from
      Distributor's remaining inventory or shall be repurchased from
      the affected retailer by Distributor and destroyed, all at
      Distributor's cost.  If Distributor fails to locate and destroy
      such Products in the retail market, Coors, at its option, may do
      so and reduce the amount paid for Distributor's inventory by the
      reasonable cost of such actions.  Distributor shall immediately
      surrender and deliver to Coors, or as directed by Coors, all
      barrels, pallets, bottles, cases and supplies acquired by
      Distributor from Coors, and Coors shall promptly refund
      Distributor's deposits for such items to Distributor.
      Distributor shall immediately surrender and deliver to Coors, or
      as directed by Coors, all of Coors' signs and advertising
      displays in Distributor's possession, and Coors shall reimburse
      Distributor's actual costs, plus cost of delivery as directed by
      Coors.  Distributor and Coors shall, as promptly as practicable,
      adjust all outstanding accounts, and Distributor or Coors, as the
      case may be, shall immediately pay to the other any remaining
      balances due.  Upon termination, all unfilled orders placed by
      Distributor shall be deemed canceled.

11. RESOLUTION OF DISPUTES

11.1  Except as set forth below, if any dispute between
      Distributor and Coors shall occur, including without limitation a
      dispute as to whether Coors has grounds to terminate this
      Agreement, such dispute shall be submitted by Distributor for
      informal mediation ("Mediation") of the dispute by the president
      of Coors (or his designee) within 60 days of the date the dispute
      shall first arise.  Coors, but not Distributor, shall be bound by
      the decision of the president of Coors (or his designee)
      concerning the dispute.  Mediation shall be a condition precedent
      to Distributor's right to pursue any other remedy available under
      this Agreement or otherwise available under law.  Coors shall not
      be required to mediate any claim against Distributor for
      nonpayment of Distributor's outstanding account.

11.2  Any and all disputes between Distributor and Coors, except
      nonpayment of Distributor's account, including without limitation
      a dispute as to whether Coors has grounds to terminate this
      Agreement, which disputes are not resolved by Mediation, shall be
      submitted to binding arbitration in the city nearest to
      Distributor in which there is a regional office of the American
      Arbitration Association, before a single arbitrator, in
      accordance with the Commercial Arbitration Rules and procedures
      of the American Arbitration Association.  Any and all disputes shall be
      submitted to arbitration hereunder within one year from the date the 
      dispute first arose or shall be forever barred. Arbitration hereunder 
      shall be in lieu of all other remedies and procedures, provided that 
      either party hereto may seek preliminary injunctive relief prior to the 
      commencement of such Arbitration proceedings.

12. MISCELLANEOUS PROVISIONS

12.1  The provisions of this Agreement are subject to and shall be
      governed by the laws of the State and other subordinate
      jurisdictions in which Distributor's principal place of business
      is located.  The laws, rules and regulations of such jurisdiction
      are hereby incorporated in this Agreement and made a part hereof
      to the extent that such laws, rules and regulations are required
      to be so incorporated and, to such extent, shall supersede any
      conflicting provision of this Agreement, including, but not
      limited to, the requirement for or length of any notice period.

12.2  The illegality or unenforceability of any provision of this
      Agreement will not impair the legality or enforceability of any
      other provision of this Agreement.

12.3  Failure by Coors or Distributor to enforce any term or
      provision in this Agreement in any specific instance shall not
      constitute a waiver by such party of any such term or provision,
      and Coors and Distributor may enforce such term or provision in
      any subsequent instance without limitation or penalty.

12.4  Unless otherwise indicated herein, any notice provided for
      herein may be served by personal service upon either party or by
      facsimile, followed by certified mail,  if to Coors, to the
      attention of its Senior Vice President of Sales or, should there
      be a title change, the senior sales executive, at the address
      indicated on the signature line hereof, and, if to Distributor,
      to its Principal Manager or Operating Manager, at such address as
      provided to Coors by Distributor's as its corporate address of record.

12.5  Except as stated herein, this Agreement may be amended only
      by a writing executed by both parties, except that Coors may
      unilaterally amend this Agreement at any time if such amendment
      does not materially and adversely affect distributor and is
      effective as to all distributors in its distributor network bound
      by an agreement similar to this Agreement.

12.6  This Agreement, the Standards Manual, and the Appointment
      Letter contain the entire agreement of the parties with respect
      to the subject matter hereof; there are no other representations,
      inducements, promises or agreements, oral or otherwise, between
      the parties.  In the event of an inconsistency between this Agree
      ment and any document incorporated herein, the terms of this
      Agreement shall control.

12.7  Nothing herein shall be construed to make Distributor the
      joint venturer, partner, agent, servant or employee of Coors, and
      Distributor shall not have the power to bind or obligate Coors
      except as specifically set forth in this Agreement.

This Agreement is executed by Distributor on the ______ day of
__________________, 1997, effective as of January 1, 1997.

LEGAL NAME
DBA TYPE DBA NAME

By__________________________________
    SIGNOR

Coors Brewing Company
311 10th Street - NH511
Golden, CO  80401

By__________________________________
     Carl L. Barnhill
     Senior Vice President, Sales


DISTRIBUTOR NO


                      ADOLPH COORS COMPANY
                      EQUITY INCENTIVE PLAN
                      Amended and restated,
                   effective February 13, 1997
                        TABLE OF CONTENTS
                                                             Page
Section 1  Introduction                                        1
     1.1  Establishment and Amendment                          1
     1.2  Purposes                                             1
     1.3  Effective Date                                       1
Section 2  Definitions                                         1
     2.1  Definitions                                          1
     2.2  Gender and Number                                    2
Section 3  Plan Administration                                 2
     3.1  General                                              2
     3.2  Claims                                               3
Section 4  Stock Subject to the Plan                           3
     4.1  Number of Shares                                     3
     4.2  Other Shares of Stock                                3
     4.3  Adjustments for Stock Split, Stock Dividend, Etc     3
     4.4  Other Distributions and Changes in the Stock         4
     4.5  General Adjustment Rules                             4
     4.6  Determination by the Committee, Etc                  4
Section 5  Reorganization or Liquidation                       4
Section 6  Participation                                       5
     6.1  In General                                           5
     6.2  Restriction on Award Grants to Certain Individuals   5
     6.3  General Restrictions on Awards                       5
Section 7  Stock Options                                       5
     7.1  Grant of Stock Options                               5
     7.2  Stock Option Certificates                            5
     7.3  Shareholder Privileges                               8
Section 8  Restricted Stock Awards                             8
     8.1  Grant of Restricted Stock Awards                     8
     8.2  Restrictions                                         8
     8.3  Privileges of a Stockholder, Transferability         8
     8.4  Enforcement of Restrictions                          8
Section 9  Purchase of Stock                                   9
     9.1  General                                              9
     9.2  Other Terms                                          9
Section 10  Other Common Stock Grants                          9
Section 11  Company Right To Purchase Stock                    9
     11.1  Right of First Refusal                              9
     11.2  Marking of Certificates                            10
Section 12  Change in Control                                 10
     12.1  In General                                         10
     12.2  Limitation on Payments                             10
Section 13  Rights of Employees; Participants                 11
     13.1  Employment                                         11
     13.2  Nontransferability                                 11
Section 14  General Restrictions                              11
     14.1  Investment Representations                         11
     14.2  Compliance with Securities Laws                    11
     14.3  Changes in Accounting Rules                        11
Section 15  Other Employee Benefits                           12
Section 16  Plan Amendment, Modification and Termination      12
Section 17  Withholding                                       12
     17.1  Withholding Requirement                            12
     17.2  Withholding With Stock                             12
Section 18  Requirements of Law                               12
     18.1  Requirements of Law                                12
     18.2  Federal Securities Law Requirements                12
     18.3  Governing Law                                      13
Section 19  Duration of the Plan                              13
                      ADOLPH COORS COMPANY
                      EQUITY INCENTIVE PLAN
                                
                      Amended and restated,
                   effective February 13, 1997
                                
                           Section 1
                                
                          Introduction
                                
1.1       Establishment and Amendment.  Adolph Coors Company, a
Colorado corporation (hereinafter referred to, together with its
Affiliated Corporations (as defined in subsection 2.1(a)) as the
"Company" except where the context otherwise requires),
established the Adolph Coors Company Equity Incentive Plan (the
"Plan") for certain key employees of the Company. The Plan, which
permits the grant of stock options and restricted stock awards to
certain key employees of the Company, was originally effective
January 1, 1990. Pursuant to the power granted in Section 16
(Section 14 prior to the Plan's amendment and restatement), the
Company hereby amends and restates the Plan in its entirety,
effective February 13, 1997.

1.2       Purposes.  The purposes of the Plan are to provide the
key management employees selected for participation in the Plan
with added incentives to continue in the service of the Company
and to create in such employees a more direct interest in the
future success of the operations of the Company by relating
incentive compensation to the achievement of long-term corporate
economic objectives, so that the income of the key management
employees is more closely aligned with the income of the
Company's shareholders. The Plan is also designed to attract key
employees and to retain and motivate participating employees by
providing an opportunity for investment in the Company.

1.3       Effective Date.  The original effective date of the
Plan (the "Effective Date") was January 1, 1990. The Plan, each
amendment to the Plan, and each option or other award granted
hereunder is conditioned on and shall be of no force or effect
until approval of the Plan by the holders of the shares of voting
stock of the Company unless the Company, on the advice of
counsel, determines that shareholder approval is not necessary.

Section 2

Definitions

2.1       Definitions.  The following terms shall have the
meanings set forth below:
(a)       "Affiliated Corporation" means any corporation or other
entity (including but not limited to a partnership) which is
affiliated with Adolph Coors Company through stock ownership or
otherwise and is treated as a common employer under the
provisions of Sections 414(b) and (c) of the Internal Revenue Code.

(b)       "Award" means an Option or a Restricted Stock Award
issued hereunder, an offer to purchase Stock made hereunder, or a
grant of Stock made hereunder.

(c)       "Board" means the Board of Directors of the Company.

(d)       "Committee" means a committee consisting of members of
the Board who are empowered hereunder to take actions in the
administration of the Plan. The Committee shall be so constituted
at all times as to permit the Plan to comply with Rule 16b-3 or
any successor rule promulgated under the Securities Exchange Act
of 1934 (the "1934 Act").  Members of the Committee shall be
appointed from time to time by the Board, shall serve at the
pleasure of the Board and may resign at any time upon written
notice to the Board.

(e)       "Effective Date" means the original effective date of
the Plan, January 1, 1990.

(f)       "Eligible Employees" means those key management employees 
(including, without limitation, officers and directors who are also 
employees) of the Company or any division thereof, upon whose judgment, 
initiative and efforts the Company is, or will become, largely dependent for 
the successful conduct of their business.

(g)       "Fair Market Value" means the average of the highest
and lowest prices of the Stock as reported on the National
Association of Securities Dealers Automated Quotation System
("NASDAQ") on a particular date.  If there are no Stock
transactions on such date, the Fair Market Value shall be
determined as of the immediately preceding date on which there
were Stock transactions.  If the price of the Stock is not
reported on NASDAQ, the Fair Market Value of the Stock on the
particular date shall be as determined by the Committee using a
reference comparable to the NASDAQ system.  If, upon exercise of
an Option, the exercise price is paid by a broker's transaction
as provided in section 7.2(g)(ii)(D), Fair Market Value, for
purposes of the exercise, shall be the price at which the Stock
is sold by the broker.

(h)       "Internal Revenue Code" means the Internal Revenue Code
of 1986, as it may be amended from time to time.

(i)       "Option" means a right to purchase Stock at a stated
price for a specified period of time.  All Options granted under
the Plan shall be "non-qualified stock options" whose grant is
not intended to fall under the provisions of Section 422A of the
Internal Revenue Code.

(j)       "Option Price" means the price at which shares of Stock
subject to an Option may be purchased, determined in accordance
with subsection 7.2(b).

(k)       "Participant" means an Eligible Employee designated by
the Committee from time to time during the term of the Plan to
receive one or more of the Awards provided under the Plan.

(l)       "Restricted Stock Award" means an award of Stock granted to a 
Participant pursuant to Section 8 that is subject to certain restrictions 
imposed in accordance with the provisions of such Section.

(m)       "Stock" means the no par value Class B (non-voting)
Common Stock of the Company.

(n)       "Voting Stock" means the $1.00 par value Class A Common
Stock of the Company.

2.2       Gender and Number.  Except when otherwise indicated by
the context, the masculine gender shall also include the feminine
gender, and the definition of any term herein in the singular
shall also include the plural.

Section 3

Plan Administration

3.1       General.  The Plan shall be administered by the
Committee.  In accordance with the provisions of the Plan, the
Committee shall, in its sole discretion, select the Participants
from among the Eligible Employees, determine the Options,
Restricted Stock Awards and other Awards to be granted pursuant
to the Plan, the number of shares of Stock to be issued
thereunder and the time at which such Options and Restricted
Stock Awards are to be granted, fix the Option Price, period and
manner in which an Option becomes exercisable, establish the
duration and nature of Restricted Stock Award restrictions,
establish the terms and conditions on which an offer to purchase
Stock will be made, and establish such other terms and
requirements of the various compensation incentives under the
Plan as the Committee may deem necessary or desirable and
consistent with the terms of the Plan.  The Committee shall
determine the form or forms of the agreements with Participants
which shall evidence the particular provisions, terms,
conditions, rights and duties of the Company and the Participants
with respect to Awards granted pursuant to the Plan, which
provisions need not be identical except as may be provided
herein.  The Committee may from time to time adopt such rules and
regulations for carrying out the purposes of the Plan as it may
deem proper and in the best interests of the Company.  The
Committee may correct any defect, supply any omission or
reconcile any inconsistency in the Plan or in any agreement
entered into hereunder in the manner and to the extent it shall
deem expedient and it shall be the sole and final judge of such
expediency.  No member of the Committee shall be liable for any
action or determination made in good faith.  The determinations,
interpretations and other actions of the Committee pursuant to
the provisions of the Plan shall be binding and conclusive for
all purposes and on all persons.

3.2  Claims.

(a)  A Participant who wishes to appeal any determination of the
Committee concerning an Award granted pursuant to the Plan shall
notify the Committee in a writing, which shall state the basis
for the appeal.  The appeal shall be filed with the Committee
within 30 days after the date the Participant received the notice
from the Committee.  The written appeal may be filed by the
Participant's authorized representative.  The Committee shall
review the appeal and issue its decision within 90 days after it
receives the Participant's appeal.  If the Committee needs
additional time to review the appeal, it shall notify the
Participant in writing and specify when it expects to render its
decision.  After completion of its review, the Committee shall
notify the Participant of its decision in writing, which shall
state the reasons for the Committee's decision.

(b)  If, after the completion of the procedure set forth in the
preceding paragraph, the Participant wishes to further pursue the
appeal, the appeal shall be submitted to, and determined through,
binding arbitration in Denver, Colorado in accordance with the
arbitration procedures of the American Arbitration Association
("AAA") existing at the time the arbitration is conducted, before
a single arbitrator chosen in accordance with AAA procedures.
The decision of the arbitrator shall be enforceable as a court judgment.

Section 4

Stock Subject to the Plan

4.1       Number of Shares.  Five Million (5,000,000) shares of
Stock are authorized for issuance under the Plan in accordance
with the provisions of the Plan and subject to such restrictions
or other provisions as the Committee may from time to time deem
necessary.  This authorization may be increased from time to time
by approval of the Board and by the shareholders of the Company
if, in the opinion of counsel for the Company, such shareholder
approval is required.  Shares of Stock that may be issued upon
exercise of Options, that are issued as Restricted Stock Awards,
that are purchased under the Plan, and that are used as incentive
compensation under the Plan shall be applied to reduce the
maximum number of shares of Stock remaining available for use
under the Plan.  The Company shall at all times during the term
of the Plan and while any Options are outstanding retain as
authorized and unissued Stock at least the number of shares from
time to time required under the provisions of the Plan, or
otherwise assure itself of its ability to perform its obligations hereunder.

4.2       Other Shares of Stock.  Any shares of Stock that are
subject to an Option that expires or for any reason is terminated
unexercised, any shares of Stock that are subject to an Award
(other than an Option) and that are forfeited, any shares of
Stock withheld for the payment of taxes or received by the
Company as payment of the exercise price of an Option and any
shares of Stock that for any other reason are not issued to an
Eligible Employee or are forfeited shall automatically become
available for use under the Plan.  However, any shares of Stock
that are subject to an Award (other than an Option) and that are
forfeited and any shares of Stock that are withheld for the
payment of taxes or received by the Company as payment of the
exercise price of an Option shall be available for use under the Plan.

4.3       Adjustments for Stock Split, Stock Dividend, Etc.  If
the Company shall at any time increase or decrease the number of
its outstanding shares of Stock or change in any way the rights
and privileges of such shares by means of the payment of a stock
dividend or any other distribution upon such shares payable in
Stock, or through a stock split, subdivision, consolidation,
combination, reclassification or recapitalization involving the
Stock, then in relation to the Stock that is affected by one or
more of the above events, the numbers, rights and privileges of
the following shall be increased, decreased or changed in like
manner as if they had been issued and outstanding, fully paid and
nonassessable at the time of such occurrence:  (i) the shares of
Stock as to which Awards may be granted under the Plan; and (ii) the shares 
of the Stock then included in each outstanding Award granted hereunder.

4.4       Other Distributions and Changes in the Stock.  If

(a)       the Company shall at any time distribute with respect
to the Stock assets or securities of persons other than the
Company (excluding cash or distributions referred to in Section 4.3),

(b)       the Company shall at any time grant to the holders of
its Stock rights to subscribe pro rata for additional shares
thereof or for any other securities of the Company, or

(c)       there shall be any other change (except as described in
Section 4.3), in the number or kind of outstanding shares of
Stock or of any stock or other securities into which the Stock
shall be changed or for which it shall have been exchanged,
and if the Committee shall in its discretion determine that the
event described in subsection (a), (b), or (c) above equitably
requires an adjustment in the number or kind of shares subject to
an Option or other Award, an adjustment in the Option Price or
the taking of any other action by the Committee, including
without limitation, the setting aside of any property for
delivery to the Participant upon the exercise of an Option or the
full vesting of an Award, then such adjustments shall be made, or
other action shall be taken, by the Committee and shall be
effective for all purposes of the Plan and on each outstanding
Option or Award that involves the particular type of stock for
which a change was effected.  Notwithstanding the foregoing
provisions of this Section 4.4, pursuant to Section 8.3 below, a
Participant holding Stock received as a Restricted Stock Award
shall have the right to receive all amounts, including cash and
property of any kind, distributed with respect to the Stock upon
the Participant's becoming a holder of record of the Stock.

4.5       General Adjustment Rules.  No adjustment or
substitution provided for in this Section 4 shall require the
Company to sell a fractional share of Stock under any Option, or
otherwise issue a fractional share of Stock, and the total
substitution or adjustment with respect to each Option and other
Award shall be limited by deleting any fractional share.  In the
case of any such substitution or adjustment, the total Option
Price for the shares of Stock then subject to the Option shall
remain unchanged but the Option Price per share under each such
Option shall be equitably adjusted by the Committee to reflect
the greater or lesser number of shares of Stock or other
securities into which the Stock subject to the Option may have
been changed, and appropriate adjustments shall be made to
Restricted Stock Awards to reflect any such substitution or adjustment.

4.6       Determination by the Committee, Etc.  Adjustments under
this Section 4 shall be made by the Committee, whose determinations with 
regard thereto shall be final and binding upon all parties thereto.

Section 5

Reorganization or Liquidation

If the Company is merged or consolidated with another corporation
and the Company is not the surviving corporation, or if all or
substantially all of the assets or more than 50% of the
outstanding voting stock of the Company is acquired by any other
corporation, business entity or person, or in case of a
reorganization (other than a reorganization under the United
States Bankruptcy Code), including a divisive reorganization
under Section 355 of the Code, or liquidation of the Company, and
if the provisions of Section 12 do not apply, the Committee, or
the board of directors of any corporation assuming the
obligations of the Company, shall, as to the Plan and outstanding
Options and other Awards, either (i) make appropriate provision
for the adoption and continuation of the Plan by the acquiring or
successor corporation and for the protection of any such
outstanding Options and other Awards by the substitution on an
equitable basis of appropriate stock of the Company or of the
merged, consolidated or otherwise reorganized corporation that
will be issuable with respect to the Stock, provided that no
additional benefits shall be conferred upon the Participants
holding such Options and other Awards as a result of such
substitution, and the excess of the aggregate Fair Market Value
of the shares subject to the Options immediately after such
substitution over the Option Price thereof is not more than the
excess of the aggregate Fair Market Value of the shares subject
to such Options immediately before such substitution over the
Option Price thereof, or (ii) upon written notice to the
Participants, provide that all unexercised Options must be
exercised within a specified number of days of the date of such
notice or they will be terminated.  In the latter event, the
Committee shall accelerate the exercise dates of outstanding
Options and accelerate the restriction period and modify the
performance requirements for any outstanding Awards so that all
Options and other Awards become fully vested prior to any such event.

Section 6

Participation

6.1       In General.  Participants in the Plan shall be those
Eligible Employees who, in the judgment of the Committee, are
performing, or during the term of their incentive arrangement
will perform, vital services in the management, operation and
development of the Company or an Affiliated Corporation, and
significantly contribute, or are expected to significantly
contribute, to the achievement of long-term corporate economic
objectives.  Participants may be granted from time to time one or
more Awards; provided, however, that the grant of each such Award
shall be separately approved by the Committee, and receipt of one
such Award shall not result in automatic receipt of any other
Award.  Upon determination by the Committee that an Award is to
be granted to a Participant, written notice shall be given to
such person, specifying the terms, conditions, rights and duties
related thereto.  Each Participant shall, if required by the
Committee, enter into an agreement with the Company, in such form
as the Committee shall determine and that is consistent with the
provisions of the Plan, specifying such terms, conditions, rights
and duties.  Awards shall be deemed to be granted as of the date
specified in the grant resolution of the Committee, which date
shall be the date of any related agreement with the Participant.
In the event of any inconsistency between the provisions of the
Plan and any such agreement entered into hereunder, the
provisions of the Plan shall govern.

6.2       Restriction on Award Grants to Certain Individuals.
Notwithstanding the foregoing provisions of Section 6.1, no
Awards shall be granted to any lineal descendant of Adolph Coors,
Jr. without the prior written approval of counsel to the Company
as to the effect of any such grant on the possible status of the
Company as a "personal holding company" within the meaning of
Section 542 of the Internal Revenue Code.

6.3       General Restrictions on Awards.  Awards covering no
more than 1,000,000 shares of Stock may be granted to any
Participant under this Plan during the term of this Plan.

Section 7

Stock Options

7.1       Grant of Stock Options.  Coincident with or following
designation for participation in the Plan, a Participant may be
granted one or more Options.  In no event shall the exercise of
one Option affect the right to exercise any other Option or
affect the number of shares of Stock for which any other Option
may be exercised, except as provided in subsection 7.2(j).

7.2       Stock Option Certificates.  Each Option granted under
the Plan shall be evidenced by a written stock option
certificate.  A stock option certificate shall be issued by the
Company in the name of the Participant to whom the Option is
granted (the "Option Holder") and shall incorporate and conform
to the conditions set forth in this Section 7.2, as well as such
other terms and conditions, not inconsistent herewith, as the
Committee may consider appropriate in each case.
(a)       Number of Shares.  Each stock option agreement shall
state that it covers a specified number of shares of the Stock,
as determined by the Committee.

(b)       Price.  The price at which each share of Stock covered
by an Option may be purchased shall be determined in each case by
the Committee and set forth in the stock option certificate.

(c) Duration of Options; Restrictions on Exercise.  Each stock
option agreement shall state the period of time, determined by
the Committee, within which the Option may be exercised by the
Option Holder (the "Option Period"), and shall also set forth any
installment or other restrictions on Option exercise during such
period, if any, as may be determined by the Committee.

(d)       Termination of Employment, Death, Disability, Etc.
Each stock option agreement shall provide as follows with respect
to the exercise of the Option upon termination of the employment
or the death of the Option Holder:

     (i)  If the employment of the Option Holder is  terminated
     within the Option Period for cause, as determined by the
     Company, the Option shall thereafter be void for all
     purposes.  As used in this subsection 7.2(d), "cause" shall
     mean a gross violation, as determined by the Company, of the
     Company's established policies and procedures, provided that
     the effect of this subsection 7.2(d) shall be limited to
     determining the consequences of a termination and that
     nothing in this subsection 7.2(d) shall restrict or
     otherwise interfere with the Company's discretion with
     respect to the termination of any employee.

     (ii)  If the Option Holder retires from employment by  the
     Company or its affiliates during the Option Period pursuant
     to the Company's retirement policy, or if the Option Holder
     becomes disabled (as determined pursuant to the Company's
     Long-Term Disability Plan), the Option may be exercised by
     the Option Holder, or in the case of death by the persons
     specified in subsection (iii) of this subsection 7.2(d),
     within thirty-six months following his or her retirement or
     disability (provided that such exercise must occur within
     the Option Period), but not thereafter.  In any such case,
     the Option may be exercised only as to the shares as to
     which the Option had become exercisable on or before the
     date of the Option Holder's termination of employment.

     (iii)  If the Option Holder dies during the Option  Period
     while still employed or within the three-month period
     referred to in (iv) below, or within the thirty-six-month
     period referred to in (ii) above, the Option may be
     exercised by those entitled to do so under the Option
     Holder's will or by the laws of descent and distribution
     within fifteen months following the Option Holder's death,
     (provided that such exercise must occur within the Option
     Period), but not thereafter.  In any such case, the Option
     may be exercised only as to the shares as to which the
     Option had become exercisable on or before the date of the
     Option Holder's death.

     (iv)  If the employment of the Option Holder by the  Company
     is terminated (which for this purpose means that the Option
     Holder is no longer employed by the Company or by an
     Affiliated Corporation) within the Option Period for any
     reason other than cause, retirement pursuant to the
     Company's retirement policy, disability or the Option
     Holder's death, the Option may be exercised by the Option
     Holder within three months following the date of such
     termination (provided that such exercise must occur within
     the Option Period), but not thereafter.  In any such case,
     the Option may be exercised only as to the shares as to
     which the Option had become exercisable on or before the
     date of termination of employment.

(e)       Transferability.  Each stock option agreement shall
provide that the Option granted therein is not transferable by
the Option Holder except by will or pursuant to the laws of
descent and distribution, and that such Option is exercisable
during the Option Holder's lifetime only by him or her, or in the
event of disability or incapacity, by his or her guardian or
legal representative.

(f)       Agreement to Continue in Employment.  Each stock option
agreement shall contain the Option Holder's agreement to remain
in the employment of the Company, at the pleasure of the Company,
for a continuous period of at least one year after the date of
such stock option agreement, at the salary rate in effect on the
date of such agreement or at such changed rate as may be fixed,
from time to time, by the Company.

(g)       Exercise, Payments, Etc.

     (i)  Each stock option agreement shall provide that  the
     method for exercising the Option granted therein shall be by
     delivery to the Corporate Secretary of the Company of
     written notice specifying the number of shares with respect
     to which such Option is exercised and payment of the Option
     Price.  Such notice shall be in a form satisfactory to the
     Committee and shall specify the particular Option (or
     portion thereof) which is being exercised and the number of
     shares with respect to which the Option is being exercised.
     The exercise of the Stock Option shall be deemed effective
     upon receipt of such notice by the Corporate Secretary and
     payment to the Company.  If requested by the Company, such
     notice shall contain the Option Holder's representation that
     he or she is purchasing the Stock for investment purposes
     only and his or her agreement not to sell any Stock so
     purchased in any manner that is in violation of the
     Securities Act of 1933, as amended, or any applicable state
     law.  Such restrictions, or notice thereof, shall be placed
     on the certificates representing the Stock so purchased.
     The purchase of such Stock shall take place at the principal
     offices of the Company upon delivery of such notice, at
     which time the purchase price of the Stock shall be paid in
     full by any of the methods or any combination of the methods
     set forth in (ii) below.  A properly executed certificate or
     certificates representing the Stock shall be issued by the
     Company and delivered to the Option Holder.  If certificates
     representing Stock are used to pay all or part of the
     exercise price, separate certificates for the same number of
     shares of Stock shall be issued by the Company and delivered
     to the Option Holder representing each certificate used to
     pay the Option Price, and an additional certificate shall be
     issued by the Company and delivered to the Option Holder
     representing the additional shares, in excess of the Option
     Price, to which the Option Holder is entitled as a result of
     the exercise of the Option.

     (ii)  The exercise price shall be paid by any of the
     following methods or any combination of the following methods:

       (A)  in cash;

       (B)  by certified or cashier's check payable to the order
       of the Company;

       (C)  by delivery to the Company of certificates
       representing the number of shares then owned by the Option
       Holder, the Fair Market Value of which equals the purchase
       price of the Stock purchased pursuant to the Option,
       properly endorsed for transfer to the Company; provided
       however, that no Option may be exercised by delivery to
       the Company of certificates representing Stock, unless
       such Stock has been held by the Option Holder for more
       than six months; for purposes of this Plan, the Fair
       Market Value of any shares of Stock delivered in payment
       of the purchase price upon exercise of the Option shall be
       the Fair Market Value as of the exercise date; the
       exercise date shall be the day of delivery of the certificates for 
       the Stock used as payment of the Option Price; or

       (D)  by delivery to the Company of a properly executed
       notice of exercise together with irrevocable instructions
       to a broker to deliver to the Company promptly the amount
       of the proceeds of the sale of all or a portion of the
       Stock or of a loan from the broker to the Option Holder
       necessary to pay the exercise price.

(h)       Date of Grant.  An option shall be considered as having
been granted on the date specified in the grant resolution of the Committee.

(i)       Notice of Sale of Stock; Withholding.  Each stock
option agreement shall provide that, upon exercise of the Option,
the Option Holder shall make appropriate arrangements with the
Company to provide for the amount of additional withholding
required by Sections 3102 and 3402 of the Internal Revenue Code
and applicable state income tax laws, including payment of such
taxes through delivery of shares of Stock or by withholding Stock
to be issued under the Option, as provided in Section 17.

(j)       Issuance of Additional Option.  If an Option Holder
pays all or any portion of the exercise price of an Option with
Stock, or pays all or any portion of the applicable withholding
taxes with respect to the exercise of an Option with Stock which
has been held by the Option Holder for more than six months, the
Committee shall grant to such Option Holder a new Option covering
the number of shares of Stock used to pay such exercise price
and/or withholding tax.  The new Option shall have an Option
Price per share equal to the Fair Market Value of a share of
Stock on the date of the exercise of the Option and shall have
the same terms and provisions as the Option, except as otherwise
determined by the Committee in its sole discretion.  Effective
for Options granted on and after January 1, 1994, this section
7.2(j) shall be null and void.

7.3       Shareholder Privileges.  No Option Holder shall have
any rights as a shareholder with respect to any shares of Stock
covered by an Option until the Option Holder becomes the holder
of record of such Stock, and no adjustments shall be made for
dividends or other distributions or other rights as to which there is 
a record date preceding the date such Option Holder becomes the holder 
of record of such Stock, except as provided in Section 4.

Section 8

Restricted Stock Awards

8.1       Grant of Restricted Stock Awards.  Coincident with or
following designation for participation in the Plan, the
Committee may grant a Participant one or more Restricted Stock
Awards consisting of shares of Stock.  The number of shares
granted as a Restricted Stock Award shall be determined by the Committee.

8.2       Restrictions.  A Participant's right to retain a
Restricted Stock Award granted to him under Section 8.1 shall be
subject to such restrictions, including but not limited to his
continuous employment by the Company or an Affiliated Corporation
for a restriction period specified by the Committee or the
attainment of specified performance goals and objectives, as may
be established by the Committee with respect to such Award.  The
Committee may in its sole discretion require different periods of
employment or different performance goals and objectives with
respect to different Participants, to different Restricted Stock
Awards or to separate, designated portions of the Stock shares
constituting a Restricted Stock Award.  In the event of the death
or disability (as defined in subsection 7.2(d)) of a Participant,
or the retirement of a Participant in accordance with the
Company's established retirement policy, all employment period
and other restrictions applicable to Restricted Stock Awards then
held by him shall lapse with respect to a pro rata part of each
such Award based on the ratio between the number of full months
of employment completed at the time of termination of employment
from the grant of each Award to the total number of months of
employment required for such Award to be fully nonforfeitable,
and such portion of each such Award shall become fully
nonforfeitable.  The remaining portion of each such Award shall
be forfeited and shall be immediately returned to the Company.
In the event of a Participant's termination of employment for any
other reason, any Restricted Stock Awards as to which the
employment period or other restrictions have not been satisfied
(or waived or accelerated as provided herein) shall be forfeited,
and all shares of Stock related thereto shall be immediately
returned to the Company.

8.3       Privileges of a Stockholder, Transferability.  A
Participant shall have all voting, dividend, liquidation and
other rights with respect to Stock in accordance with its terms
received by him as a Restricted Stock Award under this Section 8
upon his becoming the holder of record of such Stock; provided,
however, that the Participant's right to sell, encumber, or
otherwise transfer such Stock shall be subject to the limitations
of Sections 9 and 11.2.

8.4       Enforcement of Restrictions.  The Committee shall cause
a legend to be placed on the Stock certificates issued pursuant
to each Restricted Stock Award referring to the restrictions
provided by Sections 8.2 and 8.3 and, in addition, may in its
sole discretion require one or more of the following methods of
enforcing the restrictions referred to in Sections 8.2 and 8.3:

(a)       Requiring the Participant to keep the Stock
certificates, duly endorsed, in the custody of the Company while
the restrictions remain in effect; or

(b)       Requiring that the Stock certificates, duly endorsed, be held in 
the custody of a third party while the restrictions remain in effect.

Section 9

Purchase of Stock

9.1       General.  From time to time the Company may make an
offer to certain Participants, designated by the Committee in its
sole discretion, to purchase Stock from the Company.  The number
of shares of Stock offered by the Company to each selected
Participant shall be determined by the Committee in its sole
discretion.  The purchase price for the Stock shall be as
determined by the Committee in its sole discretion and may be
less than the Fair Market Value of the Stock.  The Participants
who accept the Company's offer shall purchase the Stock at the
time designated by the Committee.  The purchase shall be on such
additional terms and conditions as may be determined by the
Committee in its sole discretion.

9.2       Other Terms.  The Committee may, in its sole
discretion, grant Options, Restricted Stock, or any combination
thereof, on terms and conditions determined by the Committee, in
its sole discretion, to the Participants who purchase Stock
pursuant to Section 9.1.

Section 10

Other Common Stock Grants

From time to time during the duration of this Plan, the Board
may, in its sole discretion, adopt one or more incentive
compensation arrangements for Participants pursuant to which the
Participants may acquire shares of Stock, whether by purchase,
outright grants, or otherwise.  Any such arrangements shall be
subject to the general provisions of this Plan and all shares of
Stock issued pursuant to such arrangements shall be issued under this Plan.

Section 11

Company Right To Purchase Stock

11.1  Right of First Refusal.  (a) In the event of the death of a
Participant, or if a Participant at any time proposes to transfer
any of the Stock acquired pursuant to the Plan to a third party,
the Participant (or his personal representative or estate, as the
case may be) shall make a written offer (the "Offer") to sell all
of the Stock acquired pursuant to the Plan then owned by the
Participant (or thereafter acquired by the Participant's estate
or personal representative pursuant to any Award hereunder) to
the Company at the "purchase price" as hereinafter defined.  In
the case of a proposed sale of any of the Stock to a third party,
the Offer shall state the name of the proposed transferee and the
terms and conditions of the proposed transfer.  In a case of a
proposed sale through or to a registered broker/dealer, the Offer
shall state the name and address of the broker.  The Company
shall have the right to elect to purchase all (but not less than
all) of the shares of Stock.  The Company shall have the right to
elect to purchase the shares of Stock for a period of ten (10)
days after the receipt by the Company of the Offer.  The
provisions of this Section 11 shall apply to proposed sales
through or to a registered broker/dealer at the prevailing market
price, even if the prevailing market price should fluctuate
between the date the Company receives the Offer and the date the
Company elects to purchase the shares of Stock.  In all cases,
the purchase price for the Stock shall be determined pursuant to
subsection 11.1(d).

(b)       The Company shall exercise its right to purchase the
Stock by given written notice of its exercise to the Participant
(or his personal representative or estate, as the case may be).
If the Company elects to purchase the Stock, payment for the
shares of Stock shall be made in full by Company check.  Any such
payments shall be made within ten (10) days after the election to
purchase has been exercised.

(c)       If the Stock is not purchased pursuant to the foregoing
provisions, the shares of Stock may be transferred by the
Participant to the proposed transferee named in the Offer to the
Company, in the case of a proposed sale to a third party.
However, if such transfer is not made within 120 days following
the termination of the Company's right to purchase, a new offer
must be made to the Company before the Participant can transfer
any portion of his shares and the provisions of this Section 11
shall again apply to such transfer.  If the Company's right of
first refusal under this Section 11 is created by an event other
than a proposed transfer to a third party, the shares of Stock
shall remain subject to the provisions of this Section 11 in the
hands of the registered owner of the Stock.

(d)       The purchase price for each share of Stock purchased
by the Company pursuant to this Section 11 shall be equal to the
Fair Market Value of the Stock on the date the Company receives
the Offer under subsection 11.1(a).

11.2  Marking of Certificates.  Each certificate representing shares of 
Stock acquired pursuant to this Plan shall bear the following legend:

       The shares of stock represented by this Certificate are
       subject to all the terms of the Adolph Coors Company
       Equity Incentive Plan, as the Plan may be amended from
       time to time (the "Plan") and to the terms of a
       [Non-Qualified Stock Option Agreement] [Restricted Stock
       Agreement] [Stock Purchase Agreement] between the Company
       and the Participant (the "Agreement").  Copies of the Plan
       and the Agreement are on file at the office of the
       Company.  The Plan and the Agreement, among other things,
       limit the right of the Owner to transfer the shares
       represented hereby and provides that in certain
       circumstances the shares may be purchased by the Company.

Section 12

Change in Control

12.1  In General.  In the event of a change in control of the
Company as defined in Section 12.3, then (a) all Options shall
become immediately exercisable in full during the remaining term
thereof, and shall remain so, whether or not the Participants to
whom such Options have been granted remain employees of the Company or 
an Affiliated Corporation; and (b) all restrictions with respect to 
outstanding Restricted Stock Awards shall immediately lapse.

12.2  Limitation on Payments.  If the provisions of this Section
12 would result in the receipt by any Participant of a payment
within the meaning of Section 280G of the Internal Revenue Code
and the regulations promulgated thereunder and if the receipt of
such payment by any Participant would, in the opinion of
independent tax counsel of recognized standing selected by the
Company, result in the payment by such Participant of any excise
tax provided for in Sections 280G and 4999 of the Internal
Revenue Code, then the amount of such payment shall be reduced to
the extent required, in the opinion of independent tax counsel,
to prevent the imposition of such excise tax; provided, however,
that the Committee, in its sole discretion, may authorize the payment of 
all or any portion of the amount of such reduction to the Participant.

12.3  Definition.  For purposes of the Plan, a "change in
control" shall mean any of the following:

(i)   The acquisition of or the ownership of fifty  percent or
     more of the total Voting Stock of the Company then issued
     and outstanding, by any person, or group of affiliated
     persons, or entities not affiliated with the Company as of
     the Effective Date of this Plan, without the consent of the
     Board of Directors, or

(ii) The election of individuals constituting a  majority of the
     Board of  Directors who were not either (A) members of the
     Board of Directors prior to the election or (B) recommended
     to the shareholders by management of the Company, or

(iii) A legally binding and final vote of the  shareholders of
     the Company in favor of selling all or substantially all of
     the assets of the Company.

Section 13

Rights of Employees; Participants

13.1  Employment.  Nothing contained in the Plan or in any Option
or Restricted Stock Award granted under the Plan shall confer
upon any Participant any right with respect to the continuation
of his or her employment by the Company or any Affiliated
Corporation, or interfere in any way with the right of the
Company or any Affiliated Corporation, subject to the terms of
any separate employment agreement to the contrary, at any time to
terminate such employment or to increase or decrease the
compensation of the Participant from the rate in existence at the
time of the grant of an Option or Restricted Stock Award.
Whether an authorized leave of absence, or absence in military or
government service, shall constitute a termination of employment
shall be determined by the Committee at the time.

13.2  Nontransferability.  No right or interest of any
Participant in an Option or a Restricted Stock Award (prior to
the completion of the restriction period applicable thereto),
granted pursuant to the Plan, shall be assignable or transferable
during the lifetime of the Participant, either voluntarily or
involuntarily, or subjected to any lien, directly or indirectly,
by operation of law, or otherwise, including execution, levy,
garnishment, attachment, pledge or bankruptcy.  In the event of a
Participant's death, a Participant's rights and interests in
Options and Restricted Stock Awards shall, to the extent provided
in Sections 7, 8 and 9, be transferable by testamentary will or
the laws of descent and distribution, and payment of any amounts
due under the Plan shall be made to, and exercise of any Options
may be made by, the Participant's legal representatives, heirs or
legatees.  If in the opinion of the Committee a person entitled
to payments or to exercise rights with respect to the Plan is
disabled from caring for his affairs because of mental condition,
physical condition or age, payment due such person may be made
to, and such rights shall be exercised by, such person's
guardian, conservator or other legal personal representative upon
furnishing the Committee with evidence satisfactory to the
Committee of such status.

Section 14

General Restrictions

14.1  Investment Representations.  The Company may require any
person to whom an Option, Restricted Stock Award, Stock is
granted, or to whom Stock is sold, as a condition of exercising
such Option or receiving such Restricted Stock Award or Stock, or
purchasing such Stock, to give written assurances in substance
and form satisfactory to the Company and its counsel to the
effect that such person is acquiring the Stock subject to the
Option, Restricted Stock Award, Stock grant, or purchase of
Stock, for his own account for investment and not with any
present intention of selling or otherwise distributing the same,
and to such other effects as the Company deems necessary or appropriate 
in order to comply with Federal and applicable state securities laws.

14.2  Compliance with Securities Laws.  Each Option and
Restricted Stock Award, and Stock grant or purchase shall be
subject to the requirement that, if at any time counsel to the
Company shall determine that the listing, registration or
qualification of the shares subject to such Option, Restricted
Stock Award, Stock grant or purchase upon any securities exchange
or under any state or federal law, or the consent or approval of
any governmental or regulatory body, is necessary as a condition
of, or in connection with, the issuance or purchase of shares
thereunder, such Option, Restricted Stock Award, or Stock grant
or purchase may not be accepted or exercised in whole or in part
unless such listing, registration, qualification, consent or
approval shall have been effected or obtained on conditions
acceptable to the Committee.  Nothing herein shall be deemed to
require the Company to apply for or to obtain such listing,
registration or qualification.

14.3  Changes in Accounting Rules.  Notwithstanding any other
provision of the Plan to the contrary, if, during the term of the
Plan, any changes in the financial or tax accounting rules
applicable to Options or Restricted Stock Awards shall occur
that, in the sole judgment of the Committee, may have a material
adverse effect on the reported earnings, assets or liabilities of
the Company, the Committee shall have the right and power to
modify as necessary, any then outstanding and unexercised Options
and outstanding Restricted Stock Awards as to which the
applicable employment or other restrictions have not been satisfied.

Section 15

Other Employee Benefits

The amount of any compensation deemed to be received by a
Participant as a result of the exercise of an Option, the sale of
shares received upon such exercise, the vesting of any Restricted
Stock Award, or the purchase or grant of Stock, shall not
constitute "earnings" with respect to which any other employee
benefits of such employee are determined, including without
limitation benefits under any pension, profit sharing, life
insurance or salary continuation plan.

Section 16

Plan Amendment, Modification and Termination

The Board may at any time terminate, and from time to time may
amend or modify the Plan provided, however, that no amendment or
modification may become effective without approval of the
amendment or modification by the shareholders if shareholder
approval is required to enable the Plan to satisfy any applicable
statutory or regulatory requirements, or if the Company, on the
advice of counsel, determines that shareholder approval is
otherwise necessary or desirable.

No amendment, modification or termination of the Plan shall in
any manner adversely affect any Options, Restricted Stock Awards
or Stock theretofore granted or purchased under the Plan, without
the consent of the Participant holding such Options Restricted
Stock Awards, or Stock.

Section 17

Withholding

17.1  Withholding Requirement.  The Company's obligations to
deliver shares of Stock upon the exercise of any Option, the
vesting of any Restricted Stock Award, or the grant or purchase
of Stock shall be subject to the Participant's satisfaction of
all applicable federal, state and local income and other tax
withholding requirements.

17.2  Withholding With Stock.  The withholding obligation with
respect to the grant of Restricted Stock shall be satisfied by
the Company's withholding from the shares otherwise issuable to
the Participant shares of Stock having a value equal to the
amount required to be withheld.  The value of shares of Stock to
be withheld shall be based on the Fair Market Value of the Stock
on the date that the amount of tax to be withheld is to be determined.

Section 18

Requirements of Law

18.1  Requirements of Law.  The issuance of Stock and the payment
of cash pursuant to the Plan shall be subject to all applicable
laws, rules and regulations.

18.2  Federal Securities Law Requirements.  If a Participant is
an officer or director of the Company within the meaning of
Section 16, Awards granted hereunder shall be subject to all
conditions required under Rule 16b-3, or any successor rule
promulgated under the 1934 Act, to qualify the Award for any
exception from the provisions of Section 16(b) of the 1934 Act
available under that Rule.  Such conditions shall be set forth in
the agreement with the Participant which describes the Award.

18.3  Governing Law.  The Plan and all agreements hereunder shall be 
construed in accordance with and governed by the laws of the State of Colorado.

Section 19

Duration of the Plan.

The Plan shall terminate at such time as may be determined by the
Board of Directors, and no Option or Restricted Stock Award, or
Stock shall be granted or purchased after such termination.
Options and Restricted Stock Awards outstanding at the time of
the Plan termination may continue to be exercised, or become free
of restrictions, or paid, in accordance with their terms.


Dated: ___________________________


                      ADOLPH COORS COMPANY
ATTEST:

___________________________
By:_____________________________________________


Revised
June 20, 1996

Mr. L. Don Brown
4468 Kettering Dr.
Long Grove, IL  60047

Dear Don,

It is with great pleasure that we confirm your acceptance of the
position Senior Vice President, Operations and Technology for
Coors Brewing Company.  In this position, you will be a Company
Officer.  You will be reporting to me at an annual base salary of
$350,000.  In addition, you will receive a sign on bonus of
$200,000 payable within 30 days of your start date and a
transitional bonus of $100,000 payable by December 31, 1996.
Your salary will be reviewed annually each year.  You will
participate in the Executive Compensation Program subject to
Board approval which currently consists of the following components:

Annual Management Incentive Compensation Plan(MIC): This program
involves a cash payout based upon company pre-tax earnings and
individual performance. Your 1996 payout target will be 40% of
base salary. The potential payout range is 0-80%. We will guarantee you
a payout of 80% of your annual salary for 1996 and 1997.

You will participate in the 1996 Long Term Incentive Plan.  This
plan provides you with three choices for payout: 1) the normal
form is on-half in cash, one-half in restricted shares; 2) the
next option is to receive the cash portion in discounted shares;
and 3) the last option is to receive three times your payout amount 
in stock options.  Attached is an example of all the payout options.

1996 Long Term Incentive Plan:  This is a three year plan
with payout based on cumulative return on invested capital.
The current plan covers  1996, 1997, 1998 with payout in 1999.
The 1999 payout target for your level is currently 125% of
salary.  Your actual target will be based on your starting
salary and pro-rated based on your start date. The potential
payout range is 0-250% of salary.

Stock Options:  Currently, stock options are granted annually and
at each Board meeting to eligible new hires.  In your case, we
will provide you with a one-time mega grant determined by
accelerating the next three years annual grants into one grant of
options to purchase Coors stock.  The number of options granted
will be determined by dividing 300% of your annual salary by $18
a share effective the day you begin work with us.  Vesting is
based on an increase in share price, 10% for each one dollar
increase in share value.  Beginning January 1, 1997, you will
participate in the annual stock option program.

You will also be granted the equivalent of $800,000 in Restricted
Shares based on the Fair Market Value (average of the high and
low) of the Stock on the date of grant.  The grant date will be
the next scheduled Board meeting on August 16, 1996.  These
shares will be restricted for a period of three years from the
date of grant and based upon your continued employment at Coors.
You will receive quarterly dividends on these shares when the
Board authorizes dividend payments to all shareholders.

In addition you will receive a monthly perquisite allowance of
$2,500 ($30,000 annual) for a vehicle, financial counseling, tax
preparation, legal fees, organization membership dues for the Executive 
Leadership Council and country club fees.  Sponsorship of a table at 
the Executive Leadership council is allowable as a company expense.  
Also, we will pay up to $22,000 for initiation fees at the country club 
of your choice.  Enclosed is a summary of Officer benefits that are 
available to you and details of our relocation program.

Based on business necessity, computer and fax equipment is available 
at your home as a business expense within your operating budget.

We anticipate a long and mutually rewarding relationship.
However, you should know that your employment is "at will" with
no obligation on either you or the Company to continue for a set
length of time.  In addition, as an Officer of the Company, our
relationship will be regulated by the Company bylaws.

In the very unlikely event that your employment with the Company
should be terminated for reasons other than cause during the
first two years of employment, 12 months of total salary (base
plus 40% annual bonus) will be paid to you.  After your first two
years of employment, you will be covered by the standard Officer
severance package, which is currently one year of base salary.

I look forward to an anticipated start date as soon as
practicable and we are enthusiastic about you joining the Coors
leadership team.  (This offer is contingent upon you successful
completion of our pre-employment drug screen, which can be
scheduled at your convenience when you report to work).  If you
have any question, please contact me at 303-277-3151.

Best regards,


W. Leo Kiely III
President and Chief Operating Officer

Offer accepted:                              Date:
__________________

pc:  Bob Ehret

Enclosures:  1996 Annual Incentive Plan (MIC)
             1996 Long Term Incentive Plans
             Stock Option Plan
             Incentive Plan Documents and Descriptions
             Benefit Summary (including Officer benefits)
             Relocation Summary
             Inventions and Non-Disclosure Agreement


                      COORS BREWING COMPANY
                     EXECUTIVE COMPENSATION
       1996 ANNUAL MANAGEMENT INCENTIVE COMPENSATION PLAN

PARTICIPANTS:

All employees in Paygroup 90 will participate in an annual
incentive program. Payments will be made in cash.

Participants who are newly hired or promoted into an eligible position 
during the Plan year will receive a pro-rata share of the current plan 
based on the number of calendar days spent in an eligible position divided 
by the actual number of days during the year of the Plan.

FINANCIAL TARGETS:

Annual Company goals will be measured based on pre-tax income for
1996 after incentive plan payouts (in millions).

Minimum       Target      Maximum
103.5          115         172.5

ANNUAL INCENTIVE PROGRAM AWARD LEVELS AS A PERCENT OF BASE SALARY
AS OF 1-1-96 OR PLAN ENTRY DATE IF LATER:

Position      Minimum      Target       Maximum
CEO/COO         10%         50%           100%
EXEC. STAFF     10%         40%            80%
VP              10%         30%            60%
OTHER           10%         25%            50%

(Maximum payouts are at two times the percent of salary at target.)

ANNUAL INCENTIVE PROGRAM MEASUREMENT MIX:

Position       Corporate Parameters  Individual/Parameters
CEO/COO                100%                    0%
EXEC. STAFF            100%                    0%
VP/OTHER PG90           50%                   50%

Company financial objectives must be met before any payout
occurs. The CEO, COO, and the Executive Staff will be measured
based on corporate financial performance. All other participants
will be evaluated based on two components, the achievement of
Company performance goals and individual performance goals.

Achievement of Company financial goals pays each individual the
portion of the bonus based on the Company measurement. The other
portion of the bonus is based on achievement of individual
performance goals. Individual performance payouts, to reward
exceptional individual contributions, will be based on an individual 
incentive multiplier of between 0 and 150% multiplied by the bonus.

Individual performance goals will be agreed upon before the Plan
year starts. Each participant will meet with their immediate
supervisor to develop individual goals in support of the Company
strategies. These goals will be written and signed off by the
participant and the supervisor before implementation. All
individual goals must be reviewed and approved by the COO or the
CEO. At the end of the Plan year each supervisor must submit in
writing the results of each individual performance goal and the
individual performance multiplier.

FORM AND TIMING OF PAYMENTS:

At the end of the plan year final awards will be calculated. Payments 
will be made as soon as practicable after the end of the plan year.

FEDERAL, STATE AND FICA TAX WITHHOLDING:

The Company will be required to withhold all applicable federal,
state and FICA income taxes on the awards.

TAX TREATMENT:

Participants realize taxable income at the date the incentive 
payout is received.

DISCLAIMER:

Coors Brewing Company reserves the right to change, amend or
terminate this Plan at any time, for any reason.

NOT EMPLOYMENT CONTRACT:

At no time is this plan to be considered an employment contract
between the participants and the Company. It does not guarantee
participants the right to be continued as an employee of the
Company. It does not effect a participants right to leave the
Company or the Company's right to discharge a participant.

TERMINATION PROVISIONS:

Participants must be on the payroll as of 1-1-97 to receive
payment. Any exceptions must be approved by the CEO.


                      COORS BREWING COMPANY
    1997 ANNUAL MANAGEMENT INCENTIVE COMPENSATION PLAN (MIC)

PARTICIPANTS:

All employees in Paygroup 90 will participate in an annual incentive 
program known as the Management Incentive Compensation Plan (the "Plan").

Participants who are newly hired or promoted into an eligible
position during the Plan year will be eligible to receive a pro-
rata share of the incentive payment based on the number of
calendar days spent in an eligible position divided by the actual
number of days during the year of the Plan.

ANNUAL INCENTIVE PROGRAM TARGET LEVELS AS A PERCENT OF BASE
SALARY AS OF 1-1-97 OR PLAN ENTRY DATE IF LATER:

                   Total On Target
Position           Bonus Potential
CEO/COO                  50%
Sr. VP Staff *           40%
Sr. VP Line**            40%
Vice President           30%
Other PG90               25%

* Staff = Sr. VP, HR; Sr. VP, Corporate Development; Sr. VP,
CFO,Sr. VP, CLO
** Line = Sr. VP, Sales; Sr. VP O&T; General Manager Unibev; Sr.
VP, Chief International Officer; Sr. VP, Marketing

BONUS PAYOUT PARAMETERS:

The Chief Executive Officer (CEO) and Chief Operating Officer
(COO) will be measured on Company financial performance only. All
other participants will be evaluated based on two components, the
achievement of Company financial performance goals and individual
performance goals. The percentages of the total potential bonus are:

                         Company     Individual
Position                Component     Component
CEO/COO                   100%           0%
Sr. VP Staff               60%          40%
Sr. VP Line                50%          50%
Vice President             40%          60%
Other PG90                 40%          60%

If the Company financial goals are achieved, each participant
will receive the portion of the bonus based on the Company
component. None of the Company portion will be paid if pre-tax
income falls below  a minimum of 75% of the target financial
goal. The amount of the Company component will be reduced 2% from
target for each 1% that actual results fall below the target
pretax income goal. For each 1% the Company pretax income exceeds
the target goal, the target Company component will increase 2%.

COMPANY FINANCIAL TARGETS:

Annual Company financial goals will be measured based on pre-tax
income for 1997 after incentive plan payouts (in millions).

Minimum       Target      Maximum
$59.25         $79        $118.5

INDIVIDUAL PERFORMANCE GOALS:

The other portion of the bonus is based on achievement of
individual performance goals. The individual portion of the bonus
is not dependent on fulfillment of Company financial goals. Individual 
performance payouts will be based on an individual incentive multiplier 
of between 0 and 150%, multiplied by the amount equal to the dollar 
amount of the individual performance component at target:

Above Target        125-150%
On Target               100%
Below Target           0-70%

Individual performance goals will be documented and agreed upon
by February 1 of the Plan year. Each participant will meet with
his or her immediate supervisor to develop individual goals in
support of the Company strategies. These goals will be written
and signed off by the participant and the supervisor before
implementation. All individual goals must be reviewed and
approved by the COO or the  CEO. At the end of the Plan year each
supervisor must submit in writing the results of each individual
performance goal and the individual performance multiplier.

FORM AND TIMING OF PAYMENTS:

At the end of the plan year final awards will be calculated. Payments will 
be made in cash as soon as practicable after the end of the plan year.

FEDERAL, STATE AND FICA TAX WITHHOLDING:

The Company will be required to withhold all applicable federal,
state and FICA income taxes on the awards.

TAX TREATMENT:

Participants realize taxable income at the date the incentive 
payout is received.

DISCLAIMER:

Coors Brewing Company reserves the right to change, amend or
terminate this Plan at any time, for any reason at its sole
discretion. This Plan supersedes all prior documentation relating
to the Annual Management Incentive Compensation Plan.

NOT EMPLOYMENT CONTRACT:

At no time is this plan to be considered an employment contract
between the participants and the Company. It does not guarantee
participants the right to be continued as an employee of the
Company. It does not effect a participants right to leave the
Company or the Company's right to discharge a participant.

TERMINATION PROVISIONS:

Participants must be on the payroll as of 1-1-98 to receive
payment. Any exceptions must be approved by the CEO.



© 2022 IncJournal is not affiliated with or endorsed by the U.S. Securities and Exchange Commission