







                                                                    Exhibit 23.1




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                          Independent Auditors' Consent




The Board of Directors

Adolph Coors Company:

We consent to incorporation  by reference in the registration  statement on Form
S-8 of our report dated  February 18, 1997  appearing on page 27 of Adolph Coors
Company's Annual Report on Form 10-K for the year ended December 29, 1996.


Price Waterhouse LLP
Denver, Colorado
February 5, 1998


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