IRL Press Release: Coors Brewing Company Gears-Up for INDY 500

05/02/96

For Immediate Release

Coors Brewing Company Gears-Up for INDY 500

Coors Sponsors Indy 500 Pit Stop challenge, Driver Robbie Buhl and Indy
FanFest Attraction

INDIANAPOLIS, April 30, 1996 -- When the green flag drops at the
Indianapolis Motor Speedway to start this year's 80th Indy 500, Coors
Brewing Company will be a driving force in "The Greatest Spectacle in
Racing." Coors will provide sponsorship for talented up-and-coming
Indy car driver Robbie Buhl for the May 26 affair.

The Memorial Day weekend race will showcase Buhl's inaugural running
at "The Speedway" in Indianapolis. The 29-year-old Detroit native, a
member of the Beck Motorsports Team, also will have the support of
Coors Brewing Company for the remaining Indy Racing League (IRL)
series races scheduled for later this year in New Hampshire and Las
Vegas. Buhl said that he is excited that Coors and he have joined
forces.

"Coors has been involved in motor sports for many years and is
well-known and respected as a supporter on the professional racing
circuits. Coors is a great company to be associated with and I'm proud
to have them on the Beck team," Buhl said.

Carl Barnhill, Senior Vice President, Sales, said that the opportunity
for Coors to be involved with Beck Motor Sports and the Indy operation
is a good marketing strategy for the company.

"From a marketer's perspective, it's a dream come true having your
company's logo draped on the sides of an Indy race car where millions
of consumers can see it. Having a team sponsorship and an association
with Indy is one way to build equity," Barnhill said.

In addition to its sponsorship of Buhl, Coors has partnered with the
Indianapolis Motor Speedway Corporation to sponsor this year's
Carburetion Day Pit Stop Challenge. A United States Auto Club
sanctioned event, the "Coors Indy 500 Pit Stop Challenge" is opened to
all qualified teams entered in this year's 500 mile race. Entrants
will compete for a record $60,000 prize purse with $5,000 going to a
designated charity.

The public is invited to attend the pit stop competition scheduled to
follow the final practice session on Thursday, May 23, at
approximately 1:30 p.m. in Pit Lane.

Beginning May 10 Coors' sponsorship of Pit Row also will be a featured
attraction during Indy FanFest, a family-oriented, hands-on theme park
and entertainment center that links traditional days in May to the
fast-paced, high technology world of Indy car racing and the
Indianapolis 500.  FanFest will be opened during the first and second
race qualifying weekends and race weekend.

Coors Brewing Company, founded in 1873, is the third-largest brewer in
the United States. Coors uses only the finest ingredients in an
all-natural brewing process to offer a wider range of high-quality
malt beverages. Through it Coors Light and Original Coors brands,
Coors strives to create the industry's most innovative and unique
consumer promotions.