Exhibit 99.1

              COORS REPORTS HIGHER FOURTH QUARTER U.S. SALES VOLUME

     GOLDEN, Colo., Jan. 7 /PRNewswire-FirstCall/ -- In response to recent news
reports indicating soft U.S. industry beer sales in the fourth quarter of 2004,
Adolph Coors Company (NYSE: RKY) today announced that it achieved higher U.S.
sales volume and sales to retail for the fourth quarter.

     For the 13-week quarter ending December 26, 2004, U.S. sales volume to
wholesalers increased 4.2 percent, while wholesaler sales to retail increased
0.8 percent compared to the same period a year ago. Sales volume to wholesalers
exceeded sales to retail because the company's distributors rebuilt inventories
during the fourth quarter this year to end the year at approximately the same
level as last year.

     For the company's Americas segment (which includes sales in the U.S., the
Caribbean, Latin America and Asia), sales volume to wholesalers in the fourth
quarter increased 4.2 percent, and wholesaler sales to retail increased 1.0
percent.

     For the 52-week period ended December 26, 2004, U.S. sales volume and sales
to retail decreased 0.8 percent and 0.2 percent, respectively, compared to full
year 2003. Coors Americas segment sales volume for 2004 decreased 0.7 percent
compared to the prior year, while sales to retail decreased 0.3 percent.

     Coors chief executive officer Leo Kiely said, "We are pleased with the
increase in our U.S. sales to retail in the fourth quarter, which benefited from
the comparison to lower sales in the fourth quarter of 2003, when we faced U.S.
supply-chain challenges, along with the introduction of Aspen Edge earlier this
year and strong growth from our Blue Moon and Zima XXX brands."

     Coors management emphasized that Americas or U.S. sales volumes are not
necessarily indicative of the company's consolidated or segment financial
performance. Fiscal 2004 fourth quarter and full-year financial results for
Adolph Coors Company are scheduled to be reported on February 9, 2005.

     Founded in 1873, Adolph Coors Company is the third-largest U.S. brewer and
the eighth-largest brewer in the world. Coors sells its products in North
America, Latin America, Europe and Asia. The company's brands include Coors,
Coors Light, Aspen Edge, Killian's Irish Red, Blue Moon, Zima XXX, Keystone,
Extra Gold, Carling, Grolsch, Worthington's and Reef. For more information on
Coors Brewing Company, visit the company's website, www.coors.com.

     Forward-Looking Statements
     This press release includes "forward-looking statements" within the meaning
of the federal securities laws, commonly identified by such terms as "looking
ahead," "anticipates," "estimates," "will," "expects," "expected to" or "are
scheduled to" and other terms with similar meaning, indicating possible future
events or actions or potential impact on the businesses or shareholders of
Adolph Coors Company. Such statements include, but are not limited to,
statements about the anticipated benefits, savings and synergies of the proposed
merger between Adolph Coors Company and Molson, Inc., including future financial
and operating results. It also includes financial information, of which, as of
the date of this press release, the Company's



independent auditors have not completed their review. Subsequent events may
occur or additional information may arise that could have an effect on the final
quarterly financial information. Although the Company believes that the
assumptions upon which the financial information and its forward-looking
statements are based are reasonable, it can give no assurance that these
assumptions will prove to be correct. Important factors that could cause actual
results to differ materially from the Company's projections and expectations are
disclosed in the Company's filings with the Securities and Exchange Commission.
These factors include, among others, changes in consumer preferences and product
trends, price discounting by major competitors, unanticipated expenses, and
increases in costs generally. All forward-looking statements in this press
release are expressly qualified by such cautionary statements and by reference
to the underlying assumptions. We do not undertake to publicly update
forward-looking statements, whether as a result of new information, future
events or otherwise.

     Coors has filed a definitive joint proxy statement/management information
circular regarding the proposed transaction with the Securities and Exchange
Commission. Stockholders are urged to read the definitive joint proxy
statement/management information circular. Stockholders may obtain a free copy
of the definitive joint proxy statement/management information circular, as well
as other filings containing information about Coors, without charge, at the
Securities and Exchange Commission's internet site (http://www.sec.gov). Copies
of the definitive joint proxy statement/management information circular and the
filings with the Securities and Exchange Commission that will be incorporated by
reference in the definitive joint proxy statement/management information
circular can also be obtained, without charge, by directing a request to Adolph
Coors Company, 311 10th Street, Golden, Colorado 80401, Attention: Shareholder
Relations, (303) 279-6565.

SOURCE  Adolph Coors Company
     -0-                             01/07/2005
     /CONTACT:  Media, Laura Sankey, +1-303-277-5035, or Investor Relations,
Dave Dunnewald, +1-303-279-6565, or Kevin Caulfield, +1-303-277-6894, all of
Adolph Coors Company/
     /Web site:  http://www.coors.com