COORS BREWING COMPANY
EMPLOYEE PROFIT SHARING PROGRAM

OBJECTIVE:

The purpose of the program is to provide the opportunity for each
employee of Coors Brewing Company to share in the Company's success
and enhance employee commitment to Company profitability.

OVERVIEW:

The program is designed to have a payout when the Company reaches
an established pre-tax target which is determined by the Board of
Directors prior to the plan year. The pre-tax profit target for
1996 is $115 million. At the threshold of $115 million of pre-tax
income, the minimum payout equals one-half weeks pay. The maximum
payout at $172.5 million in pre-tax income equals two weeks pay.

ELIGIBILITY:

All Coors Brewing Company regular active full-time and regular
part-time employees on the payroll as of December 31.

Employees represented by the International Union of Operating
Engineers, Local #9, are eligible for profit sharing as negotiated
in the 1990 contract. Memphis employees represented by Teamsters
Local #1196 will be eligible for participation effective January 1,
1993.

Employees terminated prior to December 31 will forfeit their right
to any payout.

Employees who retire or are on LOA, LTD on December 31 will receive
a pro-rata payout based on earnings received during active
employment.

No individual in another incentive plan; i.e. MIC, CIP, Sales
Bonus, Gainsharing, will be eligible for participation in the
Profit Sharing Program.

PROGRAM DESIGN:

The Company must attain pre-tax profit target prior to any payout.
Target is established by the Board of Directors prior to the plan
year.

Distribution of profit sharing will be an even percentage of payout
to all employees.

PAYOUT DISTRIBUTION:

Payouts are calculated on base earnings for the plan year which
include overtime, shift differential, holiday, vacation pay, light
duty and sick time up to 10 consecutive scheduled working days. Not
included will be tuition reimbursements or other reimbursements,
other bonuses and LOA/LTD payments.

Total individual annual earnings will be used for profit sharing
payout calculation for temporary employees who convert to regular
full-time status.

Checks will be distributed no later than 60 days following the end
of the plan year. Profit sharing payouts will be taxed at the flat
tax rate in effect at the time of the payout.

Profit sharing dollars will not be included in benefit
calculations.

PAYOUT FORMULA:

Payout percentage is derived by dividing the total payout pool of
dollars by the total eligible wages. One-half weeks pay equals nine
tenths of one percent.