EXECUTIVE COMPENSATION
1995 ANNUAL MANAGEMENT INCENTIVE COMPENSATION PLAN

PARTICIPANTS:

All employees in Paygroup 90 and other nominated individuals 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 after incentive
plan payouts (in millions).

Minimum             Target               Maximum
  98.1                109                 163.5

ANNUAL INCENTIVE PROGRAM AWARD LEVELS AS A PERCENT OF BASE SALARY (PLUS
OFFICER FEE) AS OF 1-1-95 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:

All participant's bonuses will be based on two components, the achievement of
Company performance goals and the individual performance goals.

Company financial threshold must be achieved before individual performance
payout occurs. Achievement of Company financial goals creates the total bonus
pool and 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 based upon
the Company measurement.

Individual performance measurements are to be aligned as much as possible to
areas they either work in or support. The Operations Controller would be
aligned with the Operations unit. Some positions are aligned on a Company
basis only for individual performance such as HR, Risk Management etc.
Examples of individual performance measurements are; financial plan
performance, Diversity goal achievement, safety goals, cost reductions, new
product development, project achievement etc.

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 Board of Directors for 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 1-1-1996 to receive payment. Any
exceptions must be approved by the CEO.