COORS ADOLPH CO
10-Q, 1999-05-12
MALT BEVERAGES
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                    U.S. SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C.  20549

                                    FORM 10-Q

[X]  QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES      
     EXCHANGE ACT OF 1934 

                       For Quarter ended March 28, 1999

                                       OR

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

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

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 [ ]  

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 May 5, 1999:  

                     Class A Common Stock -  1,260,000 shares
                     Class B Common Stock - 35,624,070 shares

PART I.  FINANCIAL INFORMATION (UNAUDITED)

Item 1.  Financial Statements

                   ADOLPH COORS COMPANY AND SUBSIDIARIES
                     CONSOLIDATED STATEMENTS OF INCOME

                                                     Thirteen weeks ended    
                                                     March 28,      March 29,
                                                         1999           1998
                                          (In thousands, except per share data)

Sales - domestic and international                   $525,834       $501,014
Less:  beer excise taxes                               85,972         86,869

Net sales                                             439,862        414,145

Cost of goods sold                                    272,382        262,329

  Gross profit                                        167,480        151,816    
   
Marketing, general and administrative                 149,358        136,820

  Operating income                                     18,122         14,996

Other income - net                                      1,440          1,047 

  Income before income taxes                           19,562         16,043

Income tax expense                                      7,580          6,257

  Net income                                           11,982          9,786

Other comprehensive expense, net of tax:
  Foreign currency translation adjustments             (2,181)        (1,104)   
  Unrealized gain on securities and derivative 
    instruments, net of reclassification 
    adjustment                                           (247)            -- 

  Comprehensive income                               $  9,554       $  8,682 

Net income per common share - basic                  $   0.33       $   0.27
Net income per common share - diluted                $   0.32       $   0.26 


Weighted average number of outstanding 
  common shares - basic                                36,659         36,418
Weighted average number of outstanding 
  common shares - diluted                              37,552         37,415 

Cash dividends declared and paid per    
  common share                                       $   0.15       $   0.15


See notes to consolidated financial statements.


                       ADOLPH COORS COMPANY AND SUBSIDIARIES
                            CONSOLIDATED BALANCE SHEETS

                                                  March 28,   December 27,
                                                      1999           1998
                                                      (In thousands)
Assets

Current assets:
  Cash and cash equivalents                    $   139,058    $   160,038
  Short-term marketable investments                 37,086         96,190
  Accounts and notes receivable, net               138,586        126,609

  Inventories:
    Finished                                        31,771         38,520
    In process                                      29,646         24,526
    Raw materials                                   21,525         34,016
    Packaging materials                              8,146          5,598

  Total inventories                                 91,088        102,660

  Other assets                                      59,037         63,494

    Total current assets                           464,855        548,991

Properties, at cost and net                        712,067        714,441

Long-term marketable investments                    31,444         31,444
Other assets                                       215,943        165,722

    Total assets                               $ 1,424,309    $ 1,460,598


See notes to consolidated financial statements.                     (Continued)



                       ADOLPH COORS COMPANY AND SUBSIDIARIES
                            CONSOLIDATED BALANCE SHEETS

                                                  March 28,   December 27,
                                                      1999           1998
                                                      (In thousands)
Liabilities and shareholders' equity

Current liabilities:
  Accounts payable                             $   130,612    $   143,899
  Accrued expenses and other liabilities           181,866        200,013
  Current portion of long-term debt                 25,000         40,000

      Total current liabilities                    337,478        383,912

Long-term debt                                     105,000        105,000

Deferred tax liability                              61,854         65,779

Other long-term liabilities                        132,992        131,109

      Total liabilities                            637,324        685,800

Shareholders' equity:
  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: 35,534,659 in
    1999 and 35,395,306 in 1998)                     8,488          8,428

      Total capital stock                            9,748          9,688

  Paid-in capital                                   18,585         10,505
  Retained earnings                                763,006        756,531
  Accumulated other comprehensive loss              (4,354)        (1,926)

      Total shareholders' equity                   786,985        774,798

Total liabilities and shareholders' equity     $ 1,424,309    $ 1,460,598


See notes to consolidated financial statements.                     (Concluded)


                   ADOLPH COORS COMPANY AND SUBSIDIARIES
                   CONSOLIDATED STATEMENTS OF CASH FLOWS

                                                    Thirteen weeks ended   
                                                   March 28,      March 29,
                                                       1999           1998
                                                     (In thousands)
Cash flows from operating activities:
  Net income                                      $  11,982      $   9,786
  Adjustments to reconcile net income to net
    cash provided by operating activities:
      Equity in earnings of joint ventures           (7,054)        (6,893)
      Depreciation and amortization                  30,574         28,462
      Loss on sale or abandonment of
        properties                                      617            792
      Deferred income taxes                          (4,218)        (1,014)
  Change in operating assets and liabilities        (70,303)        (8,778)

       Net cash (used in) provided by              
         operating activities                       (38,402)        22,355

Cash flows from investing activities:
  Purchases of investments                               --        (12,165)  
  Sales and maturities of investments                58,955         15,134   
  Capital expenditures                              (28,366)       (15,944)
  Proceeds from sales of properties                     181             60
  Distributions from joint ventures                   3,790            500
  Other                                                 728           (166)

       Net cash provided by (used in) 
         investing activities                        35,288        (12,581)

Cash flows from financing activities:
  Issuances of stock under stock plans                6,941          1,149
  Purchases of stock                                 (3,496)       (22,697)
  Dividends paid                                     (5,527)        (5,477)
  Payment of current portion of long-term debt      (15,000)            -- 
  Other                                                (515)          (703) 

       Net cash used in financing activities        (17,597)       (27,728)

Cash and cash equivalents:
  Net decrease in cash and cash equivalents         (20,711)       (17,954)
  Effect of exchange rate changes on
    cash and cash equivalents                          (269)          (156)
  Balance at beginning of year                      160,038        168,875

  Balance at end of quarter                       $ 139,058      $ 150,765 


See notes to consolidated financial statements.

                    ADOLPH COORS COMPANY AND SUBSIDIARIES
                 NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
                  FOR THE THREE MONTHS ENDED MARCH 28, 1999

1. 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.

2. SIGNIFICANT ACCOUNTING POLICIES

Unaudited consolidated financial statements - In the opinion of management, the
accompanying unaudited financial statements reflect all adjustments, consisting
only of normal recurring accruals, which are necessary for a fair presentation 
of the financial position of the Company at March 28, 1999, and the results of 
its operations and its cash flows for the three months ended March 28, 1999. 
The accompanying financial statements include the accounts of ACC, CBC and the 
majority-owned and controlled domestic and foreign subsidiaries of both ACC and
CBC. All significant intercompany transactions and balances have been 
eliminated in consolidation. These financial statements should be read in 
conjunction with the notes to the consolidated financial statements contained 
in the Company's Form 10-K for the year ended December 27, 1998. The results of
operations for the three months ended March 28, 1999 are not necessarily 
indicative of the results that may be achieved for the full fiscal year and 
cannot be used to indicate financial performance for the entire year.

Hedging transactions: In the normal course of business, the Company is exposed 
to changes in interest rates and fluctuations in the value of foreign 
currencies. The Company has established policies and procedures that govern 
the management of these exposures through the use of a variety of financial 
instruments. The Company employs various financial instruments including 
forward exchange contracts, options and swap agreements to manage certain of 
the exposures that it considers practical to do so. By policy, the Company 
does not enter into such contracts for the purpose of speculation or use 
leveraged financial instruments.

The Company's objective in managing its exposure to fluctuations in foreign 
currency exchange rates is to decrease the volatility of earnings and cash 
flows associated with changes in exchange rates.  To achieve this objective, 
the Company primarily enters into forward exchange contracts and options whose 
values change in the opposite direction of the anticipated cash flows. 
Derivative instruments related to forecasted transactions are considered to 
hedge future cash flows and any gains or losses are included in other 
comprehensive income until earnings are affected by the variability of cash 
flows.  If it becomes probable that a forecasted transaction will no longer 
occur, the derivative will continue to be carried on the balance sheet at fair 
value and gains and losses that were accumulated in other comprehensive income 
will be recognized immediately in earnings.  Instruments related to existing 
assets and liabilities do not qualify for hedge accounting in accordance with 
Statement of Financial Accounting Standards No. 133, "Accounting for 
Derivative Instruments and Hedging Activities" (FAS 133) as they relate to 
existing assets denominated in a foreign currency. The gains and losses on 
both the derivatives and the foreign-currency-denominated assets and 
liabilities are recorded currently in earnings.
 
The Company's objective in managing its exposure to interest rates is to limit 
the adverse impact that changes in interest rates might have on earnings and 
cash flows. To achieve this objective, the Company primarily uses interest rate
swaps whose value changes in the opposite direction to the value of the 
underlying assets or cash flows.  The Company designates these instruments as 
cash flow hedges.  The cash flows of the swap will directly offset those of the
underlying exposures. Any gains or losses recognized upon early termination of 
the swaps are deferred and recognized in income over the remaining life of the 
underlying exposure. If the hedged assets or liabilities were to be sold or 
extinguished, the Company would recognize the gain or loss on the designated 
financial instruments currently in income. 

The Company has adopted all of the provisions of FAS 133 for the quarter ended 
March 28, 1999.  The impact on the Company's financial position and results of 
operations are considered to be immaterial.  

Statements of cash flows - Cash paid for interest during the first quarter of 
1999 and 1998 was $4.4 million and $3.9 million, respectively. Cash paid for 
income taxes during the first quarter of 1999 and 1998 was $1.2 million and 
$1.5 million, respectively. During the first quarter of 1999 and 1998, ACC 
issued restricted common stock under its management incentive program resulting
in non-cash increases to the equity accounts of $.1 million and $2.5 million, 
respectively. Also during the first quarter of 1999 and 1998, equity was 
increased by the non-cash tax effects of the issuances of stock under the 
Company's stock plans of $4.6 million and $.4 million, respectively.

Reclassifications - Certain reclassifications have been made to the 1998 
financial statements to conform with the 1999 presentation.

3. COMMITMENTS AND CONTINGENCIES

Supply contracts - In April 1999, the Company entered into a long-term starch 
supply contract with an unaffiliated third-party to purchase starch used in 
production.  The contract does not commence until fiscal 2000 and provides for 
the Company to purchase certain minimum levels of material for a five-year 
term. The agreement also has a successive automatic renewal for 10 years, 
unless canceled in any year at the election of either party. With the addition 
of this contract, the approximate total future purchase commitments under all 
the third-party supply contracts are $680 million for contract terms expiring 
in 2001 through 2005.

4. EARNINGS PER SHARE (EPS)

Basic and diluted net income per common share were arrived at using the 
calculations outlined below:

                                              Thirteen weeks ended            
                    
                                               March 28,     March 29,        
                                                   1999          1998         
                   
                                      (In thousands, except per share data)
Net income available to
  common shareholders                           $11,982       $ 9,786         
        
Weighted average shares
  for basic EPS                                  36,659        36,418         
                 
Basic EPS                                         $0.33         $0.27         
                   
Effect of dilutive securities:
  Stock options                                     773           883         
  Contingent shares not included 
   in shares outstanding 
   for basic EPS                                    120           114         
                  
Weighted average shares 
  for diluted EPS                                37,552        37,415         
                   
Diluted EPS                                       $0.32         $0.26         
                   
The dilutive effects of stock options were determined by applying the treasury 
stock method, assuming the Company was to purchase common shares with the 
proceeds from stock option exercises.

Item 2.  Management's Discussion and Analysis of Financial Condition and
         Results of Operations

Consolidated Results of Continuing Operations 

Sales and volume - ACC reported net sales of $439.9 million for the three 
months ended March 28, 1999, representing an increase of 6.2% over the same 
period of 1998. Net sales for the three months ended March 28, 1999, were 
impacted favorably by a unit volume increase of 0.9%; CBC sold 4,734,000 
barrels of malt beverages in the first quarter of 1999 compared to sales of 
4,691,000 barrels in the first quarter of 1998. The increase in volume was 
primarily a result of increased export sales, partially offset by decreased 
sales in a few key domestic markets. Net sales for the three months ended March
28, 1999, were also impacted favorably by higher export sales, which generate 
greater net revenue per barrel than domestic volume, and by improved domestic 
gross realizations per barrel due to increased pricing, reduced discounting and
mix improvement toward higher-net-revenue product sales. 

Gross profit - Gross profit in the first quarter of 1999 was $167.5 million up 
10.3% from the first quarter of 1998. As a percentage of net sales, gross 
profit increased to 38.1% from 36.7% in the three months ended March 28, 1999. 
The increase was due to the increased net revenue per barrel, as discussed 
above, partially offset by increased cost of goods sold.  Cost of goods sold 
per barrel increased as a result of a shift in product demand towards more 
expensive products and packages, as well as increased production and labor 
costs incurred in the packaging areas.  These increases were partially offset 
by decreases primarily due to production leverage and reduced packaging 
materials costs for certain materials.  A portion of the incremental production
and labor costs incurred in the packaging areas was due to difficulties 
encountered with glass bottle supply quality and retraining associated with the
restructuring initiated in the fall of 1998.  Some of the incremental 
production and labor costs are not expected to recur in future quarters.

Operating income - Operating income was $18.1 million for the three months 
ended March 28, 1999, compared to $15.0 million for the same period a year 
earlier. This increase was primarily due to the increase in gross profit, as 
discussed above, offset in part by increases in marketing, general and 
administrative expenses. Marketing, general and administrative expenses rose 
in the first quarter of 1999 primarily due to higher spending on marketing and 
promotions. Other information technology and Year 2000 systems remediation 
related expenses were also higher in the first quarter of 1999 compared to the 
same period in 1998. 

Non-operating income and expense - Net non-operating income for the three 
months ended March 28, 1999, improved from the same period of 1998 primarily 
because of reductions in net interest expense. The decrease in net interest 
expense in 1999 compared to 1998 was attributable to an increase in 
capitalized interest and lower outstanding principal balances of ACC's medium-
term notes.

Effective tax rate - The consolidated effective tax rate for the three months 
ended March 28, 1999 was 38.75% compared to 39.0% for the same period in 1998. 

Net income - Net earnings for the three months ended March 28, 1999, were 
$12.0 million, or $0.33 per basic share ($0.32 per diluted share). This 
compares to net earnings of $9.8 million, or $0.27 per basic share ($0.26 per 
diluted share), for the three months ended March 29, 1998.

Liquidity and Capital Resources

Liquidity - The Company's primary sources of liquidity are cash provided by 
operating activities and external borrowings. As of March 28, 1999, ACC had 
working capital of $127.4 million, and its net cash position was $139.1 
million compared to $160.0 million as of December 27, 1998. In addition to its 
cash resources, ACC had short-term, highly liquid investments of $37.1 million 
as of March 28, 1999, compared to $96.2 million as of December 27, 1998. ACC 
also had $31.4 million of marketable securities with maturities exceeding one 
year as of March 28, 1999 and December 27, 1998. 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, anticipated near-term capital expenditures and
potential repurchases of its common stock under the previously-announced stock 
repurchase plan.

Operating activities - Net cash used by operating activities was $38.4 million 
for the three months ended March 28, 1999, compared to net cash provided of 
$22.4 million for the same period of 1998. The decrease in operating cash is 
primarily due to a $48-million contribution to the Company's defined benefit 
pension plan made in January 1999, which is reflected in Other assets on the 
balance sheet. This contribution was made as a result of changes approved by 
the ACC board of directors, which will result in an amendment to the Company's 
defined benefit pension plan.  The amendment will be effective July 1, 1999, 
and will result in an increase to the projected benefit obligation of 
approximately $48 million. 

Investing activities - During the first three months of 1999, ACC received 
$35.3 million from net investing activities compared to spending $12.6 million 
during the first three months of 1998. The net impact of ACC's marketable 
investment activities was a cash inflow of $59.0 million during the first three
months of 1999, compared to $3.0 million during the same period of 1998. This 
increase is mainly due to a larger balance of securities maturing in the first 
quarter of 1999 compared to the same period in 1998. Capital expenditures 
increased to $28.4 million for the three months ended March 28, 1999, from 
$15.9 million a year earlier.  ACC received $3.8 million in distributions from 
joint ventures during the first three months of 1999, compared to $0.5 million 
during the same period of 1998.

Financing activities - ACC spent $17.6 million on financing activities during 
the three months ended March 28, 1999, compared to $27.7 million in 1998. Cash 
was used primarily for similar purposes in both 1999 and 1998.  The 1999 uses 
were primarily for purchases of $2.4 million of Class B common stock under the 
stock repurchase program, dividend payments of $5.5 million and principal 
payments on debt of $15 million.  

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 may include, among 
others, statements concerning the Company's outlook for 1999; overall volume 
trends; pricing trends and industry forces; cost reduction strategies and their
results; the Company's expectations for funding its 1999 capital expenditures 
and operations; the Company's expectations for funding work on computer 
software to make it compliant with Year 2000; 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 potential erosion of sales revenues through discounting or a higher     
  proportion of sales in value-packs;

- - a potential shift in consumer preferences toward lower-priced products;

- - a continued shift in consumer preferences away from products packaged in    
  aluminum cans, which are more profitable, toward bottled products;

- - a potential shift in consumer preferences towards products and packages that 
  would require additional capacity;

- - the potential reduction in sales revenues due to decreases in sales volumes 
  in certain key domestic and export markets;

- - 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 imports and other specialty beers;

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

- - a continued shift in the competitive environment towards increased marketing 
  and advertising spending and significant increases in the costs of marketing 
  and advertising;
 
- - the Company's inability to reduce manufacturing, freight and overhead costs 
  to more competitive levels;

- - changes in significant laws and government regulations affecting            
  environmental compliance and income taxes;

- - the inability to achieve targeted improvements in CBC's distribution system;

- - the imposition of restrictions on advertising (e.g., media, outdoor ads or  
  sponsorships);

- - labor issues, including union activities that could require a substantial   
  increase in cost of goods sold or lead to a strike;

- - significant increases in federal, state or local beer or other excise taxes;

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

- - the potential impact of further industry consolidation and the change in the 
  competitive environment given the sale of Stroh;

- - the impact on CBC's distribution system of the acquisition of Stroh and     
  Pabst brands by Miller;

- - 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; 

- - significant increases in the estimated costs of the Year 2000 project and/or 
  planned capital expenditures; and

- - the risk that computer systems of the Company or its significant suppliers  
  or customers may not be Year 2000 compliant.

These and other risks and uncertainties affecting the Company are discussed in 
greater detail in the Company's 1998 Form 10-K filed with the Securities and 
Exchange Commission.

Outlook

The Company's performance in the first three months of 1999 benefited from 
export volume gains, which are expected to continue throughout 1999 and 2000, 
although, not necessarily at the same rates experienced in the first quarter 
of 1999. The pricing environment is expected to continue to be favorable in 
comparison to the past few years. Continuing value-pack activity or an 
increase in price discounting could have an unfavorable impact on top-line 
performance due to lower margins.

For fiscal year 1999, product and packaging costs per barrel are expected to 
be up slightly due to a shift in product demand to higher-cost products and 
packages, while freight and fixed costs are expected to be down slightly. 
Significant changes in market prices of these items could alter this outlook. 
CBC continues to pursue improvements in its operations and technology 
functions to achieve cost reductions over time.

Marketing, general and administrative costs are expected to increase at a rate 
similar to the 1998 increase.  Management continues to monitor CBC's market 
opportunities and to invest behind its brands and sales efforts accordingly. 
Incremental sales and marketing spending will be determined on an opportunity-
by-opportunity basis. The competitive battleground has shifted to marketing 
and advertising, which may result in the incremental revenue generated by 
price increases being spent on advertising.

See the item titled Year 2000 under Contingencies, below, for a discussion of 
the expected financial impact of this issue.

Net interest should continue its favorable trends based on CBC's lower 
outstanding debt relative to its 1998 financial position. Net interest could 
be less favorable than expected if the Company invests a substantial portion 
of its cash balances in non-interest-bearing assets with longer-term returns. 
Also, cash may be used to repurchase additional outstanding common stock as 
approved by the ACC board of directors in November 1998.

The effective tax rate for the rest of 1999 is not expected to differ 
significantly from the rate applied to income during the first three months of 
the year. The level and mix of pretax income for 1999 could affect the actual 
rate for the year.

In 1999, CBC has planned capital expenditures (including contributions to its 
container joint ventures for capital improvements, which will be recorded on 
the books of the joint ventures) in the range of $90 to $100 million. Recently,
there has been a rapid expansion in market place demand for longneck bottles 
and value-pack cans. To effectively meet the increasing demand for these 
packages, the Company may accelerate certain planned capital expenditures into 
fiscal 1999 to increase capacity and flexibility at its current facilities. If 
the Company determines that such projects will be undertaken in 1999, capital 
spending will exceed the range discussed above. In addition to CBC's 1999 
planned capital expenditures, incremental strategic investments will be 
considered on a case-by-case basis.

CONTINGENCIES

Year 2000 - Some computers, software and other equipment include programming 
code in which calendar year data is abbreviated to only two digits. As a result
of this design decision, some of these systems could fail to operate or fail to
produce correct results if `00' is interpreted to mean 1900, rather than 2000. 
These problems are widely expected to increase in frequency and severity as the
Year 2000 approaches.

ACC recognizes the need to ensure that its operations will not be adversely 
impacted by Year 2000 software failures. The Company is addressing this issue 
to ensure the availability and integrity of its financial systems and the 
reliability of its operational systems. ACC has established processes for 
evaluating and managing the risks and costs associated with the Year 2000 
problem. This project has two major elements -- Application Remediation and 
Extended Enterprise (third-party suppliers, customers and others).

As of March 28, 1999, the Application Remediation element is on schedule, with 
92% of the analysis completed, 85% of the remediation completed and 61% of the 
testing completed. Remediation of systems considered critical to ACC's 
business is expected to be completed by June 1999, and remediation of non-
critical systems is planned to be completed by September 1999. 

The Extended Enterprise element consists of the evaluation of third-party 
suppliers, customers, joint venture partners, transportation carriers and 
others. Detailed evaluations of the most critical third parties have been 
initiated. 

The Company has made and will continue to make certain investments in its 
information systems and applications to ensure that they are Year 2000 
compliant. These investments also include hardware and operating systems 
software, which are generally on schedule and are expected to be completed by 
June 1999. The financial impact to ACC is anticipated to be in the range of 
approximately $12 million to $15 million for 1999. The anticipated 
expenditures in 2000 are minimal. The total amount expended on the Year 2000 
project through March 28, 1999, was approximately $27 million.

The failure to correct a material Year 2000 problem could result in an 
interruption in, or a failure of, certain normal business activities or 
operations. Such failures could materially and adversely affect the Company's 
results of operations, liquidity and financial condition. Due to the general 
uncertainty inherent in the Year 2000 problem, resulting in part from the 
uncertainty of the Year 2000 readiness of third-party suppliers, customers and 
others, the Company is unable to determine at this time whether the 
consequences of Year 2000 failures will have a material impact on its results 
of operations, liquidity or financial condition. The efforts undertaken with 
the Company's Year 2000 project are expected to significantly reduce ACC's 
level of uncertainty about the Year 2000 problem and provide greater assurance 
about the Year 2000 readiness of its Extended Enterprise.

Contingency planning for the Application Remediation and the Extended 
Enterprise elements began in October 1998, with initial plans completed in 
March 1999. The Company will monitor third-party distributors for Year 2000 
readiness and will develop a contingency plan if a distributor is deemed 
critical to the Company's operations.

ITEM 3. Quantitative and Qualitative Disclosures about Market Risk

Exposures, Policies and Procedures

In the normal course of business, the Company is exposed to changes in interest
rates and fluctuations in the value of foreign currencies. The Company has 
established policies and procedures that govern the management of these 
exposures through the use of a variety of financial instruments. The Company 
employs various financial instruments including forward exchange contracts, 
options and swap agreements to manage certain of the exposures that it 
considers practical to do so. By policy, the Company does not enter into such 
contracts for the purpose of speculation or use leveraged financial 
instruments. The Company's objective in managing its exposure to interest rates
is to limit the adverse impact that changes in interest rates might have on 
earnings and cash flow. To achieve this objective, the Company primarily uses 
interest rate swaps whose value changes in the opposite direction to the value 
of the underlying assets or cash flow.

The Company's objective in managing its exposure to fluctuations in foreign 
currency exchange rates is to decrease the volatility of earnings and cash 
flows associated with changes in exchange rates. By policy, the Company enters 
into hedges to limit the potential loss due to fluctuations in currency 
exchange rates below a maximum amount of earnings. The Company has entered 
into forward contracts and options whose value changes as the foreign currency 
exchange rates change to protect the value of its foreign currency commitments 
and revenues. The gains and losses in those contracts offset changes in the 
value of the related exposures. The primary currencies hedged are the Canadian 
dollar, the Japanese yen and the Spanish peseta. The Company does not hedge the
value of net investments in foreign-currency-denominated operations and 
translated earnings of foreign subsidiaries. 

Interest Rates

As of March 28, 1999, the fair value of the Company's debt is estimated at 
$132.1 million. This exceeded its carrying value by approximately $2.1 million.
The estimated market risk, defined as the potential change in fair value of the
debt resulting from a hypothetical 10% adverse change in interest rates, 
amounted to $2.2 million as of March 28, 1999. The Company also had $5.0 
million of variable rate debt outstanding as of March 28, 1999. A 10% adverse 
change in interest rates would not have a material adverse impact on the 
Company's earnings or cash flows. 

The Company's cash and short-term investments are primarily floating rate 
instruments. A 10% adverse change (decline) in interest rates would decrease 
the Company's 1999 pretax earnings by approximately $0.6 million. This amount 
is net of the offsetting positive impact of the interest rate hedges entered 
into to effectively fix interest on variable rate investments. The notional 
amount of interest rate swaps outstanding as of March 28, 1999, was $20.0 
million. 

Other Assets

The Company also has certain other long-term assets with a book value of $16.5 
million. Due to the long-term nature of these investments, the Company has not 
currently entered into any related derivative instruments. While the Company 
does not currently anticipate suffering any losses related to these assets, 
the potential loss in fair value from a hypothetical 10% adverse change 
amounted to $1.7 million as of March 28, 1999.

Foreign Currency Exchange Rates

The Company has entered into foreign currency forwards and options for terms 
generally less than one year. The primary currencies hedged in this manner 
include the Canadian dollar, Japanese yen and Spanish peseta. The notional 
amount of forward contracts and options purchased was $20.3 million as of 
March 28, 1999. The potential loss in fair value for net currency positions of 
outstanding foreign currency contracts resulting from a hypothetical 10% 
adverse change in all foreign currency exchange rates was $2.1 million.


PART II.  OTHER INFORMATION

Item 1.  Legal Proceedings

     No significant legal proceedings.

Item 5.  Other Information

     None.

Item 6.  Exhibits and Reports on Form 8-K

(a)  Exhibits

     None.

(b)  Reports on Form 8-K

     None.

Pursuant to the requirements 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/ Olivia M. Thompson
                                                                        
                                  Olivia M. Thompson
                                  Vice President, Controller
                                 (Principal Accounting Officer)
                                  


May 12, 1999
 

 
 

17





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