Coors Light Silver Bullet Train Makes Tracks across The Country; Mobile Marketing Vehicle Offers Adult Consumers a Place to Experience Rocky Mountain Cold Refreshment during the Hot Summer Months

Business Wire, April 27, 2006

GOLDEN, Colo. -- Just in time for the heat of the summer, Coors Light is bringing Rocky Mountain cold refreshment to consumers nationwide with the Silver Bullet Train, its new and innovative mobile marketing vehicle (MMV). Designed to look just like the Silver Bullet Train seen in popular Coors Light advertisements, the Silver Bullet Train MMV kicks off its cross-country journey this week in Los Angeles and will hit more than 15 markets in the next six months, including Boston, Dallas and Pittsburgh.

"In each of our ads, the Silver Bullet Train is the hero, delivering Rocky Mountain cold refreshment to consumers," said Jim Sabia, vice president of marketing for Coors Brewing Company. "This summer, we are bringing the Train to life in cities and at festivals across the country, offering consumers a place to escape the hot sun, relax and potentially win Coors Light prizes."

The first "car" of the Silver Bullet Train is a mobile brewery tour containing displays and large flat-screen televisions to educate consumers about the unique Coors Light filtration brewing process and the history of Coors Brewing Company. Coors Light is the only domestic light beer that is micro-filtered at near freezing temperatures, instead of heat-pasteurized.

The second "car" is home to the Coors Light Lounge. Consumers enter the Lounge via an ice archway and once inside have the opportunity to play football and racing interactive games on Sony game systems and relax in the cool environment.

In addition to the festivities inside the train, trivia contests and giveaways will be held around the train's perimeter, giving even more adult consumers access to Coors Light's Rocky Mountain cold refreshment.

The Silver Bullet Train was designed and created by Vivid Marketing and weighs in at 38,000 pounds. It was created by combining a stretch tractor chassis with a pup trailer. The two trailer boxes are fitted with sheet metal to mimic the curvature of the Silver Bullet Train seen on television. The train is also outfitted with an authentic train horn and has the ability to release steam from its undercarriage.

About Coors Brewing Company

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