How to Quickly Chill Beer Using Rockets, a V6 Engine and a Modified Freezer

Market Wire, August, 2008

Editors Note: A video is included with this press release.

Beer drinkers have been known to get creative when chilling their beverages. With Labour Day long weekend just around the corner, TV's Food Jammers have taken this practice up a notch in a series of new web-based videos, in which they invent and test innovative, outrageous ways to chill beer quickly while using the temperature-sensitive labels on Coors Light Cold Certified Bottles to gauge their success.

"The Food Jammers are known for their inventive culinary creations. By combining their creative genius with our Cold Certified technology, we were able to produce a series of tricked-out beer chilling experiments for all beer lovers to enjoy," said Jamie Sprules, Coors Light Brand Manager at Molson.

The Coors Light Cold Certified Bottle features proprietary temperature-sensitive thermal chromatic ink technology that turns the Coors Light mountains from white to blue when the beer is chilled to four degrees Celsius, signaling the beer is ice cold and ready to enjoy. All 341ml Coors Light bottles currently sold in Canada carry the Cold Certified label.

Each of the three videos features an original beer chilling concept, built and tested by the Food Jammers. The inventions were designed to turn beer from room temperature to ice-cold quickly, and include a beer-chilling rocket powered by dry ice; a bicycle-powered V6 beer engine constructed from a block of solid ice; and the ultimate beer freezer modification .

"The Coors Light Cold Certified Bottle's temperature-sensitive label provided the perfect canvas for the Food Jammers to test their beer-chilling inventions - they could see immediately when their experiment had worked thanks to the colour-changing label," said Sprules.

Coors Light wishes everyone a happy long weekend, but asks that you please enjoy yourselves responsibly.

Visit www.coorslight.ca for details about Cold Certified technology.

About Molson

With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson is proud to be the nation's pre-eminent brewer. The Company proudly offers some of the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson Canada also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, Foster's Lager and Tiger. Molson employs 3,000 Canadians, operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Canada is part of the Molson Coors Brewing Company.

To view the Coors Light Cold Certified Bottles YouTube page, please visit the following link:

http://ca.youtube.com/watch?v=2DfGKbhIejM

Contacts: Media contact: Pilot PMR Debra Douglass (416) 462-0199 x24 (office) or (416) 526-8988 (mobile) Email: debra@pilotpmr.com Molson Canada Adam Moffat (416) 679-7557 (office) or (416) 254-6342 (mobile) Email: Adam.moffat@molson.com